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Artificial Intelligence in Sports: Monitoring Marathons in Social Media – The Role of Sports Events in Territory Branding
Abstract
In the sports industry, artificial intelligence has become a powerful tool for sports managers interested in getting private sponsorships and for DMOs interested in branding a place. In this scenario, two main objectives guide this chapter (1) to generate a ranking of the leading Spanish marathons based on their presence on the four most important social networks in Spain (Facebook, Twitter, Instagram, and YouTube) and (2) to measure the engagement on social networks generated by the first of the marathons identified in the ranking. The official profiles of the accounts of the 10 marathons with the highest number of finishers in 2022 in Spain have been monitored on the social networks listed (Facebook, Twitter, Instagram, and YouTube). As the results show, a marathon can generate high network engagements. The destination's image can be highly favoured thanks to small local events (such as marathons) capable of generating a lot of movement on social networks. However, not all social networks work equally well in promoting sporting events capable of generating engagement.
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