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The 21st century is an era of high-speed wireless information dissemination, and new media dominated by network media and mobile phone media have shown a spurt in development. Social media is creating new ways of communication between fans, athletes, teams, and sponsors. Mobile technology is also changing the way fans consume sports content and live events. In this context, digital marketing has gradually become one of the most important marketing models in the sports business. Therefore, this article collects the NBA's digital marketing profit data, compares it with the NBA's traditional marketing, and explores the role of digital marketing in promoting sports marketing. The study found that the NBA uses digital marketing to improve the interactivity of its products and strengthen its connection with its fan base, although it is still controversial in some areas due to user privacy issues. However, the digital marketing has brought major changes and benefits to sports marketing.
Zhuoli Yu (2024) studied this question.