The Sport Marketing and Innovative Technology (SMIT) Laboratory conducts research to explore how innovative technology shapes athlete legacy branding, fan attachment, and sport consumption. Our work focuses on technology-driven solutions that enhance athlete branding and legacy branding, strengthen fan engagement, and support athlete holistic development through collaborations with sport organizations and industry practitioners.
Our research focuses on two main areas:
- How athletes build and maintain legacy through innovative technology
- How innovative technology transforms sport consumption and fan behavior
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