The digitalization and globalization of society has changed economic activity in many ways. Mobile devices, intelligent computer systems, virtual reality, KPI-based qualitative analysis, digital communities, wearables, etc. are not only changing private life and the world of work in our society, but are also leading to a fundamental revolution in the sports experience and thus also in professional sports marketing.
Professional soccer clubs have been given a tool in the form of social networks such as Facebook, Twitter and Instagram, which open up completely new possibilities for them in both strategic press & public relations and strategic marketing. The development of new markets and the targeted use of the numerous existing capitalization opportunities in the social media area still contain great potential for optimization, especially in professional soccer. Digital media and social networks will be among the most important markets and revenue sources of the future in professional soccer.