MEDIA AND DIGITAL TOOLS AND COMMERCIAL MECHANISMS FOR SPORTS BRAND MONETISATION
DOI:
https://doi.org/10.32782/spectrum/2026-3-6Keywords:
sports brand, media in sport, digital platforms, brand monetisation, sports communicationAbstract
In the contemporary sports industry, media and digital platforms play a decisive role in shaping the commercial value of sports brands. The transformation of the media environment, the expansion of social networks, streaming services and digital analytics tools have led to significant changes in traditional models of interaction between sports organisations, fans, sponsors and media partners. In this context, the sports brand increasingly functions not only as a communication object but also as a platform for implementing various monetisation mechanisms, which highlights the need for scholarly reflection on the role of media and digital tools in the commercialisation of sport. Purpose. The purpose of the article is to provide a theoretical analysis of the role of media and digital platforms in the commercialisation of a sports brand, as well as to characterise key digital tools and monetisation mechanisms applied in contemporary sport. Methods. The methodological framework of the study is based on general scientific methods of analysis and synthesis, systemic and comparative analysis, and a synthesis of findings from scholarly research in the fields of sports management, marketing, and media communications. Results. The study demonstrates that digital platforms and media channels significantly enhance the commercial potential of sports brands by enabling direct interaction with audiences, content personalisation and diversification of revenue streams. The main media and digital tools for sports brand monetisation are analysed, including social media, streaming services, direct-to-consumer content platforms, media partnerships and digital sponsorship formats. It is substantiated that the effectiveness of brand monetisation largely depends on the integration of media strategy with brand identity and core values of the sports organisation. Conclusions. The theoretical analysis demonstrates that media and digital tools constitute a decisive factor in contemporary commercial mechanisms for sports brand monetisation. The results obtained may be applied in further academic research on the digital economy of sport, as well as in the practice of sports organisation management aimed at enhancing the effectiveness of media and commercial activities
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