НОВА ЕКОНОМИЈА КАО НОСИЛАЦ ДИГИТАЛНЕ ТРАНСФОРМАЦИЈЕ У СПОРТУ
NEW ECONOMY AS A CARRIER OF DIGITAL TRANSFORMATION IN SPORT

Summary/Abstract: The modern digital economy is considered to be the leading driver of economic innovations and entrepreneurial competitiveness, and is therefore the engine of growth for both national and global economies. Trends which the "new" or "Internet" economy - as called by some authors - establish and impose in modern society are changing the labor markets, as well as the way businesses are conducted. The huge impact of technology and the use of digital tools in the sports, could also be seen in certain major sporting events such as the Olympics or the FIFA World Cup, as well as throughout the entire sports industry. Also, new media, marketing and digital trends are being used by numerous companies, top athletes, leagues and clubs around the world in the transformation of their business activities, notably Nike corp, the American Professional NBA Basketball League or the Spanish club Real Madrid. They are all using new technology tools to unlock unprecedented opportunities for growth in the sports industry and turn their own digital content into a new revenue generator for organizations.

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