Sports organisation international expansion through innovation: esports case within product placement effectiviness context

Abstract

This study examines how sports organizations can expand internationally through innovative strategies, with a focus on esports. As traditional sports organizations pursue growth in global markets, esports offer a distinct advantage with its large, digitally native audience. This research investigates the role of product placement in esports to boost brand visibility and effectiveness. Using case studies and data, it evaluates the impact of strategic placements on engagement and brand perception across different international markets. Findings reveal that innovative marketing, particularly through esports product placement, is essential for reaching new demographics. The study highlights how traditional sports and esports integration can create a powerful hybrid model, enhancing audience engagement and fostering international growth. Ultimately, it concludes that effective product placement in esports not only raises brand visibility but also builds connections with a diverse, tech-savvy audience, significantly supporting the global expansion efforts of sports organizations.