Sara Jammoul’s Post

🎾Should I have waited until AFTER I defended my thesis to tell you about it? Probably, but I am so happy to have submitted it so here you go! Over the past few months, I have studied the pivotal role of digital marketing in shaping sporting legacies, with a focused examination of Hudayriyat Island's transformation into an emerging sports destination in Abu Dhabi in the last year. By looking into the Modon Abu Dhabi Padel Master as a compelling case study, I aimed to highlight the profound impact of strategic digital marketing on cultivating emotional connections and enduring sports legacies. I drew conclusions from conversations I had with specialists in the field of major sporting events' marketing (quick nod to my good friend Ali El Shahed) and learned valuable insights from the sporting events that have been shaping Abu Dhabi's sports scene over the past decade. We already knew that major sporting events have evolved beyond mere spectacles, serving as platforms that attract global attention and boost local economies. But what isn't talked about enough is how now that social media intertwines athletes, teams, and fans, digital marketers need to evolve their tactics faster than in any other industry. I wanted my thesis to emphasize the essentiality of adapting sports marketing strategies to resonate with diverse generations, as data has shown that the Gen Z and Gen Alpha are not interested in spectator sports in the same ways earlier generations were. The digital realm does not only amplify engagement but it also plays an indespensable role in shaping a venue's identity as a sports destination. In an age where sports enthusiasts are more connected than ever, understanding the intricate relationship between digital marketing and sports legacy is more essential than ever before. Overall, I wanted to highlight the importance of building lasting relationships that go beyond the playing field in order to foster a legacy that continues long after the final whistle. The digital era definitely presents challenges for those responsible for marketing sporting events and venues (thinking of myself here!) but case studies in the field have already paved the way to the right path of doing so (I wrote dozens of pages to prove it 😉). I learned a lot since I started this research journey but one thing became clearer the more data I collected and the more specialists I spoke to: The more you think you learned about digital marketing, the more there is to learn about digital marketing. The possibilities are truly endless when it comes to connecting with people, especially in an industry as emotionally charged as the sports industry. #DigitalMarketing #SportsMarketing #SportsLegacy #MarketingResearch #SportsEvents #AbuDhabiSports #SportsDestination #SocialMediaStrategy #DigitalStrategy #SportsIndustry #MarketingInsights #EventMarketing #EmotionalConnections