Savvy athletes and new technology are flipping traditional sports marketing on its head
- Written 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
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,...
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