Sport communication digital ecosystem development: Lega Basket Italia case study

Omnichannel strategies, initially developed in the retail industry, are transforming communication practices in various sectors, including sport. By integrating online and offline channels, these strategies aim to create seamless and engaging experiences, enhancing stakeholder interactions and broadening audience reach. This study examines the potential of omnichannel communication to increase the popularity and engagement of non-mainstream sports, focusing on basketball in Italy. While basketball enjoys significant global success, particularly through the NBA's innovative communication strategies, its popularity in Italy lags behind mainstream sports like soccer and cycling. The Italian Basketball League A series (Lega Basket Serie A, LBA) has recognized this gap and initiated efforts to modernize its communication approach. Leveraging a combination of traditional media, live events, digital platforms, and social media, the LBA seeks to provide a unified and appealing experience to attract younger audiences and foster deeper fan connections. Using a qualitative single case study, this research explores the LBA's strategies to enhance communication quality, introduce new channels, and boost engagement. We employ dynamic capability theory as a lens to explain the strategic actions undertaken to implement such changes. The findings highlight the importance of coordinated communication in promoting non-mainstream sports and increasing their societal relevance.