WHERE TO DIGITAL TRANSFORMATION? MAPPING NEW TECHNOLOGICAL TERRITORIES IN RECREATIONAL SPORTS MANAGEMENT
WHERE TO DIGITAL TRANSFORMATION? MAPPING NEW TECHNOLOGICAL TERRITORIES IN RECREATIONAL SPORTS MANAGEMENT

Summary/Abstract: In-depth interviews concern eight representatives of Romania-based NGOs who organize competitions in cycling (MTB), trail running and tennis. Guided by the question: “What works and for whom in the adaptation of corporate digital strategies to managerial practices of recreational sport contests?”, the analysis found that the accelerating rate of technological innovation requires race organizers to make quick adjustments to fit the moving target of volatile consumer digital preferences, whereas what works in one area (e.g. cycling) does not work in others. The overall trend of multiplication and proliferation of metrics complements the need for contextualized understanding of the addressability, scope and leverage of sport management practices in tune with the technological fast-paced advancement. To this end, contesters’ stratification, real-time statistics and targeted commercials as Contest participants’ netnography, i.e. forum posts about their experiences with digital innovations provide an overview into the social value of these tools, outside their status as drivers of brand equity. Instead it focuses on their utility as enhancers or disablers of participants’ experience.

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