The Business of the Metaverse

Chapter 5The Role of AI and the Impact of the Metaverse in Football Management and Marketing: Marketing Tactics and Strategies Used by Brands to Promote Themselves through Football Tournaments

Harshita Kallem, Kaushik Gurram and Prasad Moligari

Woxsen University

Hyderabad, India

Anil Audumbar Pise

University of the Witwatersrand

Johannesburg, South Africa

DOI: 10.4324/b23404-5

5.1 Introduction

An organization's marketing strategy is a comprehensive plan to meet its long-term objectives by anticipating its customers’ wants and requirements and meeting them in a way that gives it a significant and lasting edge in the marketplace. It includes deciding who those consumers are and how to contact them (Ferrell et al., 2022). A marketing plan lays ...