E - marketing of sports mega-events with specific reference to the 2010 Soccer World Cup

Abstract

From an analysis of the literature it is apparent that there has been no concerted effort to date to undertake a coherent and integrated assessment of the application of e-marketing in sport mega-events. A strategic evaluation of the e-marketing initiatives implemented since 2000 during national and international mega events, indicates that e-marketing, in most instances, took place in a limited and fragmented manner. However a further analysis of these case studies provides valuable perspectives and lessons that could inform the research process related to e-marketing during the 2010 FIFA Soccer World CupTM. Against this background each of the selected sport mega-events since 2000 was investigated in terms of how e-marketing technology was used in the particular event, the e-marketing challenges experienced, the key e-marketing lessons learnt and the apparent e-marketing critical success factors related to these events.

The theoretical context and the lessons learnt from previous mega-event case studies provided the background and frame of reference for the empirical research into the use of e-marketing during the 2010 Soccer World CupTM. The key envisaged outcome was to theoretically develop an e-marketing framework that can serve as a guideline to fully optimise e-marketing in future sports mega-events. The research findings were presented and the 16 critical e-marketing success factors (CSFs) that may contribute to the success of sport mega-events were identified. Specific conclusions were made based on the results obtained and specific actions were recommended for future additional research in the sport mega-events field.