A whole new ball game… Twenty20 cricket

It started out as somewhat of a desperation move by the England and Wales Cricket Board (ECB) to broaden the appeal of a staid and tired sporting institution of the English summer, but 15 years on, Twenty20 has taken over the game of cricket in many respects. The ECB was looking for a shortened form […]

A case study of Sky Sports gamification strategy

Sky Sports has a wide portfolio of services within the sport media sector but one way in which the conglomerate seeks to engage its customers and generate additional revenue streams is through the use of gamification, in particular through their ‘sister’ company, Sky Betting and Gaming. Keller (2003) argues that growing a brand and maintaining […]

The digitised revolution of the England Football Team (IT’S COMING HOME …)

When it comes to sports, there are always two games: the one on the field and the one on social media where fans consume stats, re-caps and battle it out with other diehards online (Pedersen et al, 2016). The Football Associations (FA) management of the England Football Team has leveraged the power of visual media […]