The 17th Hamburg Congress on Sports, Economy and Media under the theme “Sports Events 4.0 – The virtual reality of sports“ gets underway from September 4-5, 2017 in HafenCity University with emphasis on the future of the media coverage of sport. This occurs amid ongoing digitalization of stadiums, sport event areas and competition sites. New communication technologies during the reporting process are likely to change the interaction opportunities between event organizers, athletes and spectators and may impact media-friendly rules. Delegates at the congress will include many renowned scientists and representatives of international agencies and sports’ organisations.
Growing popularity of games and digital sport marketing
E-games are becoming an attractive alternative to traditional sports and digitalization of sporting services are innovating the market. The use of augmented reality tools may change consumer behaviour and create a new type of involvement in events. Prof. Dr. Markus Breuer, SRH University of Applied Sciences in Heidelberg, will give insight into the academic perspective on e-games. Henning Eberhard of SPONSORs and Andre Fläckel, Director eSports at Lagardère, will outline strategic decisions by large sports’ agencies. Paul Keuter of Hertha BSC and Robert Zitzmann of Jung von Matt Sports agency will highlight trends in sports marketing in the wake of digitalisation.
The “International Hamburg Congress on Sports, Economy and Media“ was launched in 2002 to support the city’s bid for the Olympic Games 2012 and 2024. Since then, the congress has focused on sport events and their impact on economic, communicative and socio-political processes in metropolitan regions.
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