Digital technologies have transformed how sport is produced, distributed, experienced, and monetized. Fans now engage with sport through social media, mobile applications, streaming platforms, fantasy sports, esports, online communities, and artificial-intelligence-driven services. My digital marketing research examines how sport organizations can design, manage, and evaluate these touchpoints to create value for both consumers and the organization. This includes assessing social-media engagement, using predictive analytics to evaluate content performance, and determining which digital activities contribute to audience growth, brand development, retention, and revenue. A related stream examines how established sport organizations expand into esports. Successful diversification requires more than launching a team or entering a new competition; it depends on organizational sensemaking, internal legitimacy, new capabilities, and a clear understanding of how the esports property fits within the existing brand portfolio.

Gamification uses game-like elements—such as points, rankings, challenges, predictions, rewards, and competition—to shape consumer experiences in non-game settings. My research examines how decision-makers should select, design, communicate, and manage these features rather than assuming gamification is automatically effective. Its impact depends on how consumers interpret the experience, whether challenges feel fair and achievable, and how well features align with user motivations and organizational goals. A central focus is the conversion of in-app activity into meaningful business outcomes. Engagement with trivia, predictions, leaderboards, or challenges has limited strategic value unless it improves KPIs such as retention, repeat use, paid conversion, spending, attitudinal loyalty, event attendance, or consumption of the core service, such as the sport organization. My work helps organizations connect gamified experiences to measurable performance and adapt them over time.