The Marketing Potential of Sports Federations as Business Platforms in Retail
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Abstract
This study investigates the marketing potential of sports federations as retail platforms, focusing on Ukraine’s transitional economy amid geopolitical challenges. Through qualitative case studies of Red Bull (a global innovator), the Ukrainian Premier League (UPL), and the Basketball Federation of Ukraine (FIBA), the research analyzes merchandising strategies, partnerships, and digital engagement using secondary data (e.g., annual reports), social media content analysis (1,200 X/Twitter posts), and third-party audits. Findings reveal that Red Bull’s experiential retail model, characterized by event-driven merchandise and collaborations via Shopify, increased sales by 40 percent. The UPL’s patriotic “Football for Victory” campaign generated ₴85 million ($2.3 million) but demonstrated limited digital investment. FIBA’s grassroots initiatives, while impactful locally, achieved only 5 percent in international merchandise sales, highlighting scalability challenges for niche sports. Ukrainian federations demonstrate a digital engagement gap, with UPL’s social media interactions reaching only 10 percent of Red Bull’s per-post performance. Recommendations include the adoption of “glocal” partnerships (such as UPL with Adidas), integration of augmented reality tools for virtual try-ons, and embedding narratives of wartime resilience into merchandise to align commerce with societal values. The study underscores the role of sports federations in retail innovation, advocating for hybrid models that balance cultural authenticity with global scalability. Future research should quantify the return on investment of digital strategies and explore the untapped potential of esports in similar contexts.
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