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How are new technologies affecting sport marketing in the field of sailing? An analysis of technological trends and their effects on sailing marketing
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Resumo(s)
In a time where sports are changing rapidly due to new technologies, this paper sheds light on
recent technological innovations in the rather unknown sport of sailing. By applying a
qualitative research method in the form of expert interviews, the three most important trends
could be identified: social media, drones and GPS. All three trends together are successful when
used in live-broadcasting and help to make sailing more transparent and easier to understand.
In addition, it could be found out that foiling brings sailing closer to people with its exciting
technological features, which do not need many explanations.
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Palavras-chave
Sailing Sport marketing Technologies Innovation