On Friday, February 24th 2023, at 11 a.m., the reading of Marcela Garza Segovia's doctoral thesis will be carried out, entitled "Towards an integrated framework of sports sponsorship life-cycle process and digitalization: a case study of Euroleague Basketball", which it is directed by Dr. Christopher Kennett.
The doctoral student is part of GREITM –Group of Research in Entrepreneurship and Technology-based Innovation Management.
The doctoral thesis talks about how the phenomenon of digital transformation is affecting the sports industry, including marketing practices and specifically sponsorship.
The thesis helps to better understand how the changing digital landscape is affecting the process of the life cycle of sports sponsorship. A longitudinal case study has been carried out with Euroleague Basketball following an abductive logic and using qualitative methods.
The tribunal is made up of the President, Dr. Francesc Miralles Torner; the Secretary, Dr. Xavier Ginesta Portet; and the vocal, Dr. Jamie Thompson.