Charlie Rickard, a postgraduate student at Leeds Beckett University studying Strategic Sports Marketing, has a deep-rooted passion for sports, influenced by his upbringing in Wigan. He aims to explore the impact of digital transformations on sports exposure and the role of social media influencers in promoting the 2024 Paris Olympic Games.
Is TikTok revolutionising the Sport Industry? The Role of TikTok in Shaping Gen-Z Sports Culture through humour
TikTok has significantly transformed the sports industry, particularly through the International Paralympic Committee's engaging content strategy aimed at Gen-Z audiences. Humorous videos effectively raise awareness of disability sports but risk trivializing their seriousness. The challenge lies in utilizing humor to promote inclusivity while maintaining respect for the professionalism of athletes.
Meet the team ~ Lenka Koubkova
Lenka Koubkova is a postgraduate student with a First Class Diploma in Sport Business and Management, passionate about sports since childhood. Her journey led her from Czechia to study in the UK, followed by work experience in Barcelona. She aims to pursue a career in sport marketing, focusing on digital content creation.
Digital Football: How Fans are Winning within Football’s Digital-Driven World
Football has evolved from a 90-minute game to a global digital phenomenon. Social media allows fans to engage, express opinions, and connect globally. Streaming platforms like YouTube offer in-depth content, while digital platforms erase language barriers, creating a global football community. The digital age has revolutionized how fans support their clubs and consume football content.
Darts: Hitting the Bullseye and Conquering Platformization in Sport Media
Darts has evolved from a pub game to a major televised sport, with the 2024 World Championship final attracting 3.71 million viewers. Platformization, including dedicated streaming services like PDC.tv and the rise of social media, has greatly contributed to this popularity. These platforms offer global reach and engagement, allowing the sport to attract new fans worldwide.
The evolution of money in sport: What made modern sport.
The rise of sports' monetary value can be traced back to the late 19th century with the pioneering international cricket match and the formation of major sports organizations. The post-World War II era saw a significant impact of television broadcasting on revenue. The 1980s and 90s marked the influx of money, propelled by global superstar athletes. Today, sports generate billions of dollars annually, making it a widely cherished and accessible pastime.
Are YouTube channels improving football?
YouTube, with over 2 billion users, is shaping modern society and revolutionizing sports consumption. The platform offers accessibility to sports content, benefiting amateur and youth levels. Additionally, it simplifies complex football tactics, making them accessible to novice coaches, fostering football's progress from the grassroots. This democratization of knowledge is vital for the sport's evolution.
Meet the Team – Todd Harvey
Todd, a 21-year-old postgraduate student of Strategic Sport Marketing at Leeds Beckett University, has a solid background in Marketing and Business Management from Keele University. A lingering interest in sports, particularly Formula 1 and football, drives him to integrate his expertise in Marketing with his passion for sports. His ultimate goal is to innovate in the sports industry, especially in social media and advertising fields.
Meet the team – Rachael Laverack
Hey there! Rachael here, a 25-year-old Strategic Sports Marketing masters student and expert in retail, marketing, and sports. Over the next 6 weeks, I'll be analyzing media and digital transformations in sports. Check back for my insights, peeks at my recent work, and snippets of my master's journey. Excited to learn with you all!
Meet the Team – Tabitha Bristow
Tabitha Bristow, a 22-year-old MSc Strategic Sport Marketing student at Leeds Beckett University, aims for a career in sports marketing with a focus on inclusivity and diversity. Bristow's love for sport began during her childhood, nurtured by gymnastics, skiing, and watching MotoGP. She intends to apply her Fashion Promotion skills, honed at Birmingham City University, to sportswear and sports merchandise, particularly targeting the next generation of sport consumers.
Media and Digital Transformation in Sport 