Brand Platform in the Professional Sport Industry

Sustaining Growth through Innovation

  • Jingxuan Zheng
  • Daniel S. Mason

Table of contents

  1. Front Matter
    Pages i-xiii
  2. Jingxuan Zheng, Daniel S. Mason
    Pages 1-18
  3. Jingxuan Zheng, Daniel S. Mason
    Pages 19-52
  4. Jingxuan Zheng, Daniel S. Mason
    Pages 85-97
  5. Back Matter
    Pages 99-104

About this book


This book examines how the emergence of new media brings brought challenges to the North American sport industry, discussing challenges in terms of a shift from an information economy to an attention economy perspective. Historically, the arrival of new forms of media, including radio and television, were not universally supported by sports leagues, wary of existing industry relationships with stakeholders, and new media have made the multi-sided market model of professional sports leagues – which has focused on protection and exploitation of league content – inefficient, and calls for a new model to integrate new media into the market. By integrating platform theory with the Service Dominant Logic (SDL) of marketing we describe how the multi-sided market of professional sports is evolving into a platform ecosystem, and the role of its most important customers – the fans – will also evolve from end users, to value co-creators, complementors and innovators. 

This book will create a new way of understanding the evolution of professional sports leagues and future growth of the industry, and lay the foundation for new research within the academic realm of sport management and sports marketing.


sport marketing sport management digital media attention economy sports fans sports branding uncertain outcome platform theory

Authors and affiliations

  • Jingxuan Zheng
    • 1
  • Daniel S. Mason
    • 2
  1. 1.University of AlbertaEdmontonCanada
  2. 2.University of AlbertaEdmontonCanada

Bibliographic information

  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2018
  • Publisher Name Palgrave Pivot, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-90352-1
  • Online ISBN 978-3-319-90353-8
  • Buy this book on publisher's site