...Marcela Garza Segovia; Chris Kennett Purpose This study contributes to the theoretical discourse on digital transformation within sports marketing by offering novel insights into its influence on the sponsorship life cycle. It critically examines how the evolving digital environment is reshaping...

...Peter Ehnold; Eric Faß; Dirk Steinbach; Torsten Schlesinger Purpose The intention of this paper is to identify the scope and purpose of the use of digital tools in voluntary sports clubs (VSCs) and to identify club-specific factors that influence their usage behavior. Design/methodology...