Call for Papers | “Big Data in Sports Marketing: Going for the Gold” | 2018 European Marketing Academy Special Session, The University of Strathclyde, Glasgow, Scotland, May 29–June 1, 2018. Call ends November 29, 2017

“The dawn of the data age will have far-reaching implication across all sectors of society and in all corners of the globe. Of course, in tandem with great opportunities come great challenges, and the challenges here are profound.” (Daniel Zeichner)

The Center for Sports Analytics at Samford University is sponsoring a call for papers for the 2018 European Marketing Academy in Glasgow, Scotland. This special session will focus on the impact of big data on the field of sports marketing. The use of analytics to develop a strategic marketing advantage in sports gained widespread acceptance over a decade ago. Today, professional sports teams across the globe employ an army of bright data scientists to assist with everything from setting ticket prices to developing new fan engagement strategies.

The amount of data collected by sports teams is growing exponentially. Over 90% of the data that currently exists was created in just the last two years. The volume, velocity, and variety of data is unprecedented, its territory uncharted – and has been described by the U.S. Department for Business, Innovation and Skills as “so significant that it could transform every business sector” (Daniel Zeichner). With this big data ubiquity in mind, this special session seeks to highlight sports marketing scholarship that addresses the managerial impact of big data on sports marketing thinking and practice.

  • Deadline for submission of extended abstract: November 29th, 2017
  • Notification of acceptance in special session proposal: December 6th, 2017
  • Notification of acceptance of special session by EMAC: March 5th, 2018

Requirements for submission: Each submission should contain a 500-1000 word abstract that starts with the title of the paper and the names and affiliations of the authors. The submission must be single spaced, left justified, and use Times New Roman Font size 12 pt, with 2.50 cm margins. Figures and tables should be integrated within these texts as close as possible to where they are first mentioned. In addition, you must include an alphabetical list of references. References to publications in the text should follow APA style. They should include the author name (s) and year of publication. For full details see the author guidelines of the International Journal of Research in Marketing.

Questions & Submissions should be directed to Special Session Co-Chairs:

Dr. Darin W. White
Executive Director, Center for Sports Marketing
Chair, AMA Sport & Sponsorship-Linked Marketing SIG
Brock School of Business, Samford University

Dr. Leah Gillooly
Lecturer in Marketing
Alliance Manchester Business School
University of Manchester

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