An Analysis of the Role of Digital Transformation in Improving Sports Event Management

Abstract

This study aimed to analyze the role of digital transformation and its dimensions in improving sports event management. This applied study employed a descriptive–survey design. The statistical population consisted of sports event managers, experts, and executive personnel working in sports federations, sports boards, and event-organizing companies, of whom 243 were selected through purposive sampling. Data were collected using a researcher-developed questionnaire measuring digital transformation and sports event management. Digital transformation comprised process digitalization, data analytics, online communication, operational automation, and digital audience experience, whereas sports event management included planning, coordination, operational control, stakeholder satisfaction, and operational agility. The content and construct validity of the instrument were confirmed through expert assessment and confirmatory factor analysis. Cronbach’s alpha coefficients exceeding 0.82 confirmed its reliability. Data were analyzed in SPSS version 23 using Pearson correlation and linear regression analyses at a significance level of 0.05. Digital transformation was positively and significantly correlated with sports event management (r=0.69). It exerted a positive and statistically significant effect on sports event management (β=0.63, p<0.001) and explained 48% of its variance. In the multiple regression model, data analytics was the strongest predictor of sports event management (β=0.31, p=0.002), followed by operational automation (β=0.27, p=0.005) and process digitalization (β=0.14, p=0.034). Although online communication and digital audience experience were positively correlated with sports event management, their independent effects were not statistically significant in the multiple regression model. Digital transformation, particularly through data analytics, operational automation, and process digitalization, can substantially improve decision-making, coordination, control, and operational agility in sports event management. Accordingly, investment in data-driven infrastructure, automated operational systems, and managers’ digital competencies is essential for improving the efficiency and professionalization of sports event management.