Savvy athletes and new technology are flipping traditional sports marketing on its head

By John Cairney, Professor and Head of Human Movement and Nutrition Sciences; Director, The Queensland Centre for Olympic and Paralympic Studies, The University of Queensland
Rick Burton, David B. Falk Professor of Sport Management, Syracuse University

Not so long ago, life was pretty simple for sports leagues and teams when it came to connecting with fans: the contests and athletes were the stars of the show, with the on-field action covered and celebrated by sports media accordingly.

Things are rapidly changing.

Sport used to primarily be about performance, competition and entertainment. Now, sport and the athletes who play it are often dynamic media platforms.

This paradigm shift is being driven by the convergence of artificial intelligence (AI), data mining, immersive technology and the creator economy.…

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