ЕВОЛЮЦИЯТА НА ФУТБОЛНОТО СПОНСОРСТВО: ПРЕХОД ОТ ТРАДИЦИОНЕН БРАНДИНГ КЪМ ДИГИТАЛНО ПРИСЪСТВИЕ
THE EVOLUTION OF FOOTBALL SPONSORSHIP: TRANSITION FROM TRADITIONAL BRANDING TO DIGITAL PRESENCE

Author(s): Bozhidar Panayotov
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Business Ethics
Published by: Икономически университет - Варна
Keywords: football sponsorship; digital marketing; branding; fan engagement; social media
Summary/Abstract: This paper explores the evolution of football sponsorship, focusing on the balance between traditional branding and digital fan engagement. A qualitative research approach is applied through literature review and case study analysis. The findings highlight the growing importance of social media, personalized experiences, and hybrid sponsorship models. The study emphasizes the significance of ethical standards and transparency in handling personal data. Practical applications include strategic recommendations for marketing teams, sponsors, and football clubs in the digital era.

• Details
• Contents