Skip to main content
SpringerLink
Log in

Brand Platform in the Professional Sport Industry

Sustaining Growth through Innovation

  • Book
  • © 2018

Overview

Authors:
  1. Jingxuan Zheng

    1. University of Alberta, Edmonton, Canada

    View author publications

    You can also search for this author in PubMed   Google Scholar

  2. Daniel S. Mason

    1. University of Alberta, Edmonton, Canada

    View author publications

    You can also search for this author in PubMed   Google Scholar

  • Builds a theoretical infrastructure based on the idea of a professional sport ecosystem in which many stackholders contribute to the growth of the industry
  • Argues for the expansion of the fan base beyond those drawn to the uncertain outcome of live sport
  • Examines potential for new innovation as a result of an open platform focused on building brand

This is a preview of subscription content, log in via an institution to check access.

Access this book

Log in via an institution
eBook USD 44.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book USD 59.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

Licence this eBook for your library

Institutional subscriptions

Table of contents (4 chapters)

  1. Front Matter

    Pages i-xiii
    Download chapter PDF

  2. Sport, Information, and the Attention Economy

    • Jingxuan Zheng, Daniel S. Mason
    Pages 1-18

  3. The Evolution of Professional Sport as a Multisided Market

    • Jingxuan Zheng, Daniel S. Mason
    Pages 19-52

  4. Building a Brand Platform Ecosystem for the Future Development of the Professional Sports Industry

    • Jingxuan Zheng, Daniel S. Mason
    Pages 53-84

  5. Creating a Combined Multisided Market and Brand Platform Ecosystem

    • Jingxuan Zheng, Daniel S. Mason
    Pages 85-97

  6. Back Matter

    Pages 99-104
    Download chapter PDF
Back to top

Keywords

About this book

This book examines how the emergence of new media brings brought challenges to the North American sport industry, discussing challenges in terms of a shift from an information economy to an attention economy perspective. Historically, the arrival of new forms of media, including radio and television, were not universally supported by sports leagues, wary of existing industry relationships with stakeholders, and new media have made the multi-sided market model of professional sports leagues – which has focused on protection and exploitation of league content – inefficient, and calls for a new model to integrate new media into the market. By integrating platform theory with the Service Dominant Logic (SDL) of marketing we describe how the multi-sided market of professional sports is evolving into a platform ecosystem, and the role of its most important customers – the fans – will also evolve from end users, to value co-creators, complementors and innovators. 



This book will create a new way of understanding the evolution of professional sports leagues and future growth of the industry, and lay the foundation for new research within the academic realm of sport management and sports marketing.

Authors and Affiliations

  • University of Alberta, Edmonton, Canada

    Jingxuan Zheng, Daniel S. Mason

About the authors

Jingxuan Zheng is a PhD student in the Faculty of Kinesiology, Sport, and Recreation at the University of Alberta. His research interests focus on the interrelationships between and among professional sports entities, the media, and other stakeholders.


Daniel S. Mason is a professor in the Faculty of  Kinesiology, Sport, and Recreation at the University of Alberta. His research examines sports leagues and their stakeholders, including franchises, cities, and the media. 


Bibliographic Information

  • Book Title: Brand Platform in the Professional Sport Industry

  • Book Subtitle: Sustaining Growth through Innovation

  • Authors: Jingxuan Zheng, Daniel S. Mason

  • DOI: https://doi.org/10.1007/978-3-319-90353-8

  • Publisher: Palgrave Pivot Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s) 2018

  • Hardcover ISBN: 978-3-319-90352-1Published: 05 June 2018

  • eBook ISBN: 978-3-319-90353-8Published: 17 May 2018

  • Edition Number: 1

  • Number of Pages: XIII, 104

  • Number of Illustrations: 4 b/w illustrations

  • Topics: Branding, Innovation/Technology Management, Sports Economics, Digital/New Media

Publish with us

Policies and ethics

Back to top

Search

Navigation