Sports Organisation International Expansion through Innovation: Esports Case within Global Basketball Context, S-ST-24-16
Project No S-ST-24-16
Project name: “Sports Organisation International Expansion through Innovation: Esports Case within Global Basketball Context.”
Project duration: 2024-02-01 – 2026-01-31
Internship supervisor: Prof. Dr. Vilma Čingienė
Trainee: dr. Edgaras Abromavičius
Summary: In the modern era of sports, global expansion is more than just broadcasting games internationally; it requires a strategic intertwining of sports with technological innovations.This research delves into the integration of esports—a rapidly growing global phenomenon—within the matrix of traditional basketball. The core objective is to craft a comprehensive framework enabling traditional basketball organizations to harness the momentum of esports, aiming to achieve international expansion, increased brand visibility, enhanced fan engagement, and new revenue streams.
Through meticulous study, this project analyzes successful cases of sports organizations that have ingeniously embedded esports into their business models and extrapolate strategies that basketball franchises can replicate. Real-world insights were gleaned from internships at reputed institutions: the Fenerbahçe Beko Basketball Club under the tutelage of General Manager Maurizio Gherardini, at NYU with Director & Esports Business Professor Jason Chung, NBA 2K League representative and at Euroleague with Marketing and Communication department.
This research is central to understanding the synergies and divergences between traditional basketball and esports audiences, the technological infrastructures required to merge these worlds, and the branding strategies that can transcend cultural and regional nuances. Beyond game simulations, the potential lies in leveraging esports platforms for community engagement, interactive fan experiences, and global tournaments that can spotlight basketball in untapped markets.
In conclusion, the project underscores basketball organizations’ need to innovate proactively, adapt to the digital era’s demands, and recognize esports not as a competitor but as a strategic ally in their quest for global expansion. The resultant framework is a roadmap for sports organizations to navigate this brave new world of digital sports integration.
The project is funded by the Lithuanian Research Council under the postdoctoral fellowship programme.