The Impact of Online Sales and Marketing on Sport Event in London Name of the Student Name of the University Author Note Acknowledgement

Running head: DISSERTATION
The Impact of Online sales and Marketing on Sport Event in London
Name of the Student
Name of the University
Author Note

DISSERTATION1
Acknowledgement
First of all, I would like praise the almighty GOD for providing me the opportunity to carry
out the study. I am also highly indebted to {Prof................} for his guidance and advice in
conducting this work. I would like to thank {Prof..........} for his encouragement and
direction during the work.

DISSERTATION2
Abstract
The usage of internet and online interfaces and the increasing popularity of online and social
media have considerable influences on the overall global business environment and has led to
much dynamics in almost all types of industries, which includes the global sports industry as
well. The recent activities of online marketing and digital selling of goods and services have
been increasingly incorporated by the sports industry, which in turn has led to a shift in the
behavior of the clientele globally, which in turn has led to considerable impacts on the sports
event and industry. In this context, the concerned research focusses on the impacts which are
experienced by the Wimbledon Sports Event in London, due to the increased application of
online sales and marketing. The results, both qualitative and quantitative, derived from
primary data analysis and interpretation, finds significant linkages of the same, in the aspects
of online booking of tournament tickets, online purchasing of Wimbledon merchandise,
online viewing of live as well as recorded matches as well as overall changes in customer
satisfaction, customer relation management and company revenue generation.

DISSERTATION3
Table of Contents
Table of Contents.......................................................................................................................3
Chapter 1: INTRODUCTION....................................................................................................7
1.1 Introduction......................................................................................................................7
1.2 Background of the Study.............................................................................................8
1.3 Research Problem......................................................................................................16
1.4 Research Objectives..................................................................................................17
1.5 Research Questions........................................................................................................17
1.6 Thesis Framework.....................................................................................................18
CHAPTER 2: LITERATURE REVIEW.................................................................................20
2.1 Purpose of the study.......................................................................................................20
2.2 Background (Already known facts)...............................................................................20
2.3 Different tools of online marketing................................................................................20
2.4 Relevant concepts and theories......................................................................................23
Sports Marketing..............................................................................................................23
The Sports Sales and Marketing Ecosystem Model.........................................................24
Sports Marketing Stratagems and social media stratagems.............................................25
Analysis of social media..................................................................................................26
Effect of online marketing sales and marketing on sports events....................................28
Online marketing goes main stream.................................................................................29
2.5 Lawn tennis sports events (Wimbledon)........................................................................29

DISSERTATION4
2.6 Limitations and recommendations.................................................................................30
Chapter 3: RESEARCH METHODOLOGY...........................................................................31
3.1 Introduction....................................................................................................................31
3.2 Research Design.............................................................................................................31
3.3 Research Philosophy......................................................................................................32
3.4 Research Approach........................................................................................................33
3.5 Data sources...................................................................................................................34
3.6 Data Techniques.............................................................................................................34
3.7 Sampling size and techniques........................................................................................35
3.8 Data analysis..................................................................................................................35
3.9 Ethical Consideration.....................................................................................................36
3.10 Research Limitations....................................................................................................36
Chapter 4: DATA ANALYSIS AND FINDINGS...................................................................37
4.1 Findings and Analysis of Quantitative Data..................................................................37
4.1.1 Descriptive Statistics...............................................................................................37
4.1.2 Correlation Analysis of the variables......................................................................41
4.1.3 Regression Analysis of the variables......................................................................43
4.2 Thematic Qualitative Analysis.......................................................................................46
4.3 Discussion......................................................................................................................48
Chapter 5: CONCLUSION......................................................................................................49
Reflection.................................................................................................................................51

DISSERTATION5
Chapter 6: REFERENCES.......................................................................................................53
List of Figures
Figure 1: Internet users across the globe as a percentage of total population over the years....6
Figure 2: Global advertisement expenditures across different mediums (2017) in US$M........6
Figure 3: Increasing revenue of the Global Sports Market (2005-2017)...................................7
Figure 4: Share of global sporting events market by events......................................................8
Figure 5: Youth Football fans involved in different media activities........................................9
Figure 6: Revenue of different Grand Slam Tournaments.......................................................11
Figure 7: Sales in sports and the marketing ecosystem model.................................................21
Figure 8: Types of research design..........................................................................................27
Figure 9: Types of research philosophy...................................................................................28
Figure 10: Types of research approach...................................................................................29
Figure 11: Types of data sources.............................................................................................30

DISSERTATION6
List of Tables
Table 1: Frequency of watching Wimbledon Tournaments.....................................................34
Table 2: Frequency of online viewing of Wimbledon Tournament.........................................35
Table 3: Frequency of online shopping from Wimbledon online stores..................................35
Table 4: Frequency of online purchase of Wimbledon tournament tickets.............................36
Table 5: Level of satisfaction from online marketing..............................................................37
Table 6: Comparison between online and offline experiences................................................37
Table 7: Pearson’s Correlation Coefficients for the concerned variables................................38
Table 8: Model Summary.........................................................................................................39
Table 9: ANOVA Test Results................................................................................................40
Table 10: Coefficients of regression........................................................................................41
Table 11: Level of Significance...............................................................................................41

DISSERTATION7
Chapter 1: INTRODUCTION
1.1 Introduction
In the contemporary period, the global business and commercial scenario has
developed and has experienced huge dynamics, much of which can be attributed to the
international phenomena like that of Globalization, industrial revolution as well as trade
liberalization in the major economies across the globe, which has helped in making the global
commercial and business environment more integrated, inclusive and hugely diversified
(Ferraro and Briody 2013). Along with these phenomena, the continuous and robust
development of the global technological and infrastructural abilities and revolutionary
innovations in these aspects have also played significant roles in building up a continually
evolving business framework in the global framework, which in turn has been affecting both
the demand and the supply side of almost all the industries across the globe (Botha, Kourie
and Snyman 2014).
One of such aspects of huge importance in global business scenario, which has played
crucial roles in bringing in huge changes in the operational frameworks of global business
and marketing is that of the advent of online sales and marketing technologies in the
contemporary period. With the increase in the usage of internet by almost all sectors of the
population of the world, the online mediums are becoming an integral part of the lives of
people in the contemporary period. In this context, the businesses are also incorporating the
usage of online interfaces and internets in their operational framework (Anandarajan,
Anandarajan and Srinivasan 2012). With the increasing integration of global businesses and
with more businesses and events going global, internet and online mediums are being