Editorial: Adopting New Technologies in Sports Marketing

New technologies have revolutionized nearly every aspect of human existence, impacting how 14 companies commercialize goods and services (Grewal et al., 2020). More radical innovations are 15 quickly emerging on the heels of the present generation of innovations, such as greater computing 16 capacity, the Internet, social media, and mobile devices and applications. These technological 17 advances are exerting profound effects on the practice of marketing (Gillpatrick, 2019). Specifically, 18 applications and solutions of technological innovations compel marketers to pre-emptively test their 19 unpredictable outcomes and effects (Kumar & Ramachandran, 2018). 20 New technologies are also rapidly revolutionizing the sport industry landscape, providing sport 21 marketers -from small sport retailers to top sport brands -with novel methods to reach customers. In conclusion, our examination of this research topic has resulted in a novel collection of articles that 77 further our knowledge of new technologies in sport marketing. The wealth of contents presented 78 within this research topic is illustrative of the growing interest in the greater area of new technologies 79 in sport marketing and thus provides a stepping stone to further innovative studies. We hope that the 80 articles selected here will act as a potent stimulus for research in this exciting area and encourage the 81 exploration of future topics that may build upon the findings presented in these papers. 82