Three PhD dissertation projects. Part 2

Continuing with our series of entries about the PhD dissertation projects, we now discuss the second research work that was presented in the La Salle –URL Doctoral Week.

Marcela Garza, PhD candidate, shared the advances in her dissertation with working title: “An analysis of sport event sponsorship activation in the digital environment: a case study approach”. This dissertation is supervised by Chris Kennett, PhD.

The following lines summarizes Marcela´s work:

Over the years, sports events have been adopting new technologies to add value to their commercial partners and together bring their audience and customers better experiences when participating in these events. The purpose of this study is to find how sport event organizers and sponsors can take advantage of digital technologies to maximize the value of their sponsorship deals.

A case study strategy is proposed to analyze digital activations within sponsorship deals’ life-cycle in sport events aiming to contribute with sports organizations and sponsors to be more effective when managing activations in a digital context, due to the need of being more responsive because of continuous technological changes, also to contribute to relevant areas of theory like sponsorship theory in sports marketing and stakeholder theory in digital context.