Abstract
The sports industry has eagerly embraced digital technologies that have the potential to create and nurture compelling fan experiences. In this study, we investigate how and why complementary digital experiences (CDXs)—touchpoints in the customer journey that affect the value of a core brand experience, transforming it into a technology-enhanced experience—enhance the sport fan’s experience and journey, and in what ways they may be limited. We root our inquiry in the fantasy football context and analyze data from 26 in-depth interviews to reach our findings, which explain the 5Cs of CDX (i.e., control, camaraderie, continuation, competition, and customization) as influential design elements in the innovation of digital touchpoints in the sports customer journey. Our study makes theoretical and practical contributions to the field of sports innovation, and joins conversations about fantasy football and digital touchpoints in the customer journey. In doing so, it creates bridges between these areas of scholarship.
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