A Systems Analysis Approach for Business Optimization: Integrating Technology Development with Data Analytics and Marketing for GolfCask; Paying to Play: How Digital Technologies Are Rewriting Sports Commercialization

The rise of digital technologies has impacted many different industries and has had a profound impact on shaping everyday activities for many around the world. Particularly in sports industries, those engaged in sport have been exposed to completely different experiences now than they had been exposed to merely 10 to 15 years ago. In both the technical and sociotechnical aspects of this research, the intersection between digital technologies and the sports world is examined. The technical portion of the research will investigate utilizing a systems analysis approach to optimize the business strategies of a small business operating within the golf and whiskey space through the suggestion and implementation of recommendation algorithms, data analytics, UI/UX, and marketing strategies. The sociotechnical portion of the research seeks to investigate the effects of recent digital technologies on the commercialization of sports-related industries. Specifically, the sociotechnical research will investigate the impacts of media platformization and digital gambling applications on the industries of sports media broadcasting and sports wagering. These aspects of research will both aim to investigate the presence of technologies and their impact on the world of sports. The work will also identify and explore strategies to employ digital strategies in sports-related industries.