Digitalization and the transformation of the sport sponsorship life cycle: a case study of Euroleague Basketball

Purpose This study contributes to the theoretical discourse on digital transformation within sports marketing by offering novel insights into its influence on the sponsorship life cycle. It critically examines how the evolving digital environment is reshaping sponsorship practices and explores the broader organizational impact of these changes. Design/methodology/approach A longitudinal case study was undertaken focusing on Euroleague Basketball, with data collected over a five-year period from 2018 to 2022. The research design incorporated three waves of semi-structured interviews, which were triangulated with participant observation and analysis of secondary documentation to enhance the robustness and validity of the findings. Findings Findings from the case study reveal that the management of the sponsorship life-cycle has undergone significant professionalization, accelerated by the integration of digital technologies and advanced data management practices. The traditional sponsorship model in sports has been fundamentally transformed, with digital innovations introducing business intelligence capabilities that enhance strategic decision-making and operational efficiency across the organization. Research limitations/implications Despite its focus on a single sports organization, the study's findings may be transferable to other industries engaged in sponsorship due to shared strategic and structural features. Originality/value The originality of this research lies in two key dimensions: first, the provision of unique insights derived from an in-depth longitudinal case study of a leading international sports organization and second, the critical analysis of the rapid transformation of sponsorship processes within the dynamic and evolving context of digital transformation.