Millions of people around the world engage with sports events through various media channels, making them lucrative platforms for advertising investment. The dynamic interaction between the advertising investment business and sports event platforms is examined in this article. Advertising expenditure is critical in marketing sporting events via many communication channels, including traditional media and new media platforms. This article delves into the concept, historical context, and present situation of sports advertising investment. It examines how sporting events serve as a platform for advertising investment, resulting in mutually beneficial outcomes. The article also highlights the economic benefits gained by companies through their investments in sporting event advertising. We'll go into detail on two case studies which will look closely into Advertising Investment in the Tokyo Olympic Games and the Winter Olympics in Beijing. The conclusion will discuss the Maximising Returns: Lessons from the Olympic Games in Tokyo and Beijing for Advertising Investors.

Authors:
Nor Eeza Zainal Abidin, University of Malaya, Malaysia
Lihong Wei, University of Malaya, Malaysia

About the Presenter(s)
Nor Eeza Zainal Abidin is a sports management lecturer at Universiti Malaya and involved in research related to accessibility for persons with disabilities, social challenges of autistic swimmers and female sport students as future leaders.

Connect on ResearchGate
https://www.webofscience.com/wos/author/record/ACZ-8088-2022

See this presentation on the full schedule – Thursday Schedule

Bookmark