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Full-Text Articles in Social and Behavioral Sciences
Digital Transformation And Strategic Sponsorship: The Case Of Bbva, James Santomier, Sten Soderman, Reinhard Kunz
Digital Transformation And Strategic Sponsorship: The Case Of Bbva, James Santomier, Sten Soderman, Reinhard Kunz
WCBT Faculty Publications
The overall purpose of this paper is to describe and explain the strategic sponsorship program of Banco Bilbao Vizcaya Argentaria (BBVA) and, specifically, the partnership of its U.S. subsidiary, BBVA Compass (BBVAC), with the American National Basketball Association (NBA) using a case study method. This paper demonstrates how BBVA, initially through the transformational leadership of former BBVA Group Executive Chairman Francisco González, has leveraged digital transformation and strategic sponsorship to increase its brand equity and revenue. BBVA’s effective sponsorship strategy represents an innovative, agile, and digitally focused model for marketing executives and sport marketers considering a long-term investment in strategic …
Social Media And Prosumerism: Implications For Sport Marketing Research, James Santomier, Patricia Hogan
Social Media And Prosumerism: Implications For Sport Marketing Research, James Santomier, Patricia Hogan
WCBT Faculty Publications
Social media arid the techniques and processes related to marketing using social media are changing at an incredible rate and will require continual monitoring for those involved in-social media research. As such, we identified the need for sport marketing researchers who are abductive thinkers who can design, combine and use innovative research methodologies as stimulated by the continually evolving technology. Ultimately, however, research prospects related to social media and sport marketing are vast for scholars and marketing professionals alike, and are replete with opportunities for designing new research methodologies.