@article{2020,title={USE OF DIGITALIZATION AND SOCIAL MEDIA IN SPORTS BRANDING},abstractNode={The aim of this study is to understand the digitalization of sports and tools used in sports in building brands. This work looks into the branding in the sports world, not only from the perspective of team or clubs, but also athletes through the use of digitalization and social media. Sports ecosystem is utilizing different tools in digital forms to increase their productivity and these advancements will bring sports to a different level of performance in the near future. In addition, sports and media have a special bond, where media is heavily interested in any news of sports; however, social media is threatening this relationship where teams and athletes can now directly communicate with their stakeholders (sponsors, fans, etc.). Moreover, looking at the numbers of social media followers of teams and athletes, how these tools are utilized will serve as a guideline for future brand building in sports. Digitalization also affected the way sports is utilized, and the rise of e-sports changed the way brand building. The massive number of followers and interested parties have triggered interest in e-sports which is growing at a fast pace. Brand building through e-sports is also becoming a great platform in the sports ecosystem.},author={Gülberk Gültekin SALMAN},year={2020},journal={The Journal of Academic Social Science Studies}}