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03 December 2021 | Posted by Innova Institute

Marcela Garza Segovia and her experience at NITIM

As in last week's blog, we asked Ph.D. students to talk about their learning at the NITIM Summer School and what they are currently working on. Today, we will introduce you to Marcela Garza Segovia, a member of the GREITM Investigation Group. She works on her thesis focused on the analysis of sports event sponsorship activations in the digital environment. She has been researching topics including digital transformation, marketing and sponsorship theory, and technological trends in the sports context.

NITIM is an international graduate school for research on Networks, Information Technology and Innovation Management. 

La Salle’s Ph.D. students participated last month and in this case, Marcela shares her experience: 

“Participating in the 2021 NITIM summer school has been an enriching experience. As a Ph.D. student, being discussants and note-takers besides presenting our work I think it was a great idea for getting us involved in the workshop. Besides, being almost the same number of students and professors was a luxury. Regarding my project, the work I presented was a paper proposal entitled “Sponsorship strategies in the digital environment: Euroleague basketball case study”. Before the workshop, I received very good feedback from the professors leading my group, which helped me put together a more organized and clear presentation for the workshop. In general, I believe that it was a very good platform to share our progress and get feedback in a friendly environment”

Marcela took advantage of the feedback she was given at the NITIM Summer School and is in the process of writing a case study with Euroleague basketball to analyze how the digital transformation phenomenon has impacted the organization and its stakeholders. 

The author explains that new media has brought changes that impact sports marketing strategies such as a strong focus on the use of social media for fan engagement, over-the-top streaming platforms for sports broadcast, immersive technologies, and new data collection and analytics tools. With the COVID-19 pandemic, the sports industry was disrupted and digital media became an invaluable tool for fan engagement and to give visibility to marketing partners and sponsors. 

Findings in Marcela’s case study reveal that the digital strategies that have been implemented in the last few years have further accelerated digital transformation processes in Euroleague Basketball and its wider ecosystem.

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