Digital transformation of professional sports organizations’ business model: The case of the US National Football League

Abstract

The study is an attempt to reveal and describe the main directions of digital transformation of business models of professional sports organizations through the example of the US National Football League. Based on the Johnson, Christensen and Kagermann’s approach to describe four main components of a successful business model, the authors analyzed the National Football League business model and studied digital technologies impact on the business model components. With reference to the results of analysis as well as the available materials published in foreign mass media, the authors defined the main directions of digital transformation for business models of professional sports organizations. The first direction of transformation is to change the customer value proposition by means of fan engagement into value added chain. The second direction relates to the creation of new revenue channels through business model transformation into D2C type. The results of the current study contribute to the existing research on of business models of sports organizations and can be applied by sports managers in building a digital marketing strategy and a strategy for business model transformation.