Improving Customer Relationships in the Sports Industry through the Use of E-Business

Focusing on the intersection of online marketing and customer relationships, this thesis explores how digital strategies impact the sports industry. Through an analysis conducted at The University of Liverpool, it highlights the significance of effective online marketing in enhancing customer engagement and loyalty within sports organizations. The study provides insights into the evolving dynamics of consumer interactions in a digital age, making it a valuable resource for professionals in sport management and marketing.