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Sports Marketing in an Era of Radical Uncertainty

In: Sports Marketing

Author

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  • Sean Ennis

    (University of Strathclyde)

Abstract

We come to the final chapter of this book, where we consider the concept of radical uncertainty. It may be an accurate reflection of what we, as individuals, and the sports sector have to grapple with as the Coronavirus continues to linger. We take the opportunity to assess the future landscape for sport over the next 10–15 years. In some cases, we focus on existing developments in areas such as technology, IT, social media, medical science and big data and how they may develop further. In other situations we become more futuristic in our assessment and consider what the stadia of the future may look like and how we, as sports fans, will consume sports in 10–15 years’ time. We also revisit the growth of eSports as a live threat to established sports such as football, NFL, baseball, cricket and so on. In terms of participation and viewing figures, they have already overtaken some of these sports. As technology and its various applications develop to greater levels of sophistication, we can anticipate that eSports will continue to maintain its upward curve.

Suggested Citation

  • Sean Ennis, 2020. "Sports Marketing in an Era of Radical Uncertainty," Springer Books, in: Sports Marketing, edition 1, chapter 11, pages 283-300, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-53740-1_11
    DOI: 10.1007/978-3-030-53740-1_11
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