The Impact of Digital Media on Sports Management

The objectives of this research study were (1) to analyze the transformative impact of digital media on sports management practice in Chengdu, (2) to explore the integration of digital platforms and the adoption of advanced technologies in the sports industry, and (3) to identify the challenges faced in the digital age. This hybrid research study employed a combination of quantitative data from online surveys, qualitative insights from semi-structured interviews, and content analysis. The research involved different stakeholder groups in Chengdu’s sports industry, aiming to provide a comprehensive perspective on the utilization of digital media in sports management. Major Findings/Results: (1) The field of sports management in Chengdu has significantly shifted towards digital media, with digital platforms playing a pivotal role in fan participation, marketing strategies, and brand building. Personalized and interactive content has become increasingly preferred by consumers. (2) The study highlighted the importance of advanced technologies such as AI, VR, and 5G in enhancing fan experience and operational efficiency in the sports industry. (3) Key challenges identified include digital rights management, online content regulation, and maintaining fan engagement in a competitive digital landscape. The comparative analysis with global trends revealed both unique and common digital sports management practices in Chengdu. The study underscored the necessity for sports organizations to adapt to the evolving digital environment while considering ethical and regulatory aspects. This research contributes to the academic discourse on sports management in the digital age, offering valuable insights for practitioners and policymakers. It underscores the transformative role of digital media in sports management and advocates for innovative strategies, cultural sensitivity, and ethical integrity in Chengdu’s digital sports landscape.