Globalization and Digitisation in Sport Promotion and Development in Ghana: Sport Journalists’ Perspectives

This chapter investigates sport journalists’ perspectives of stakeholders’ usage
of digitisation in sport promotion and development via the media space. In
addressing this, knowledge of sport journalists on digitisation is analysed
through their movements across nations, borders and continents that can shape
or reshape the sport industry in Ghana. The literature on globalisation and
digitisation complements interviews with nine prominent Ghanaian Sport
media industry representatives in order to shed light on their experiences
and practices regarding digital transformation in sport. Findings show that
stakeholders including the sport ministry, national sport authority, federations
or associations and sporting clubs must adapt and embrace digitalisation to
promote their sport brands and use them as marketing communication strategies.
Sport journalists reiterate certain challenges they encounter with stakeholders
after criticising them for avoiding digitisation to reach their sport fans and
society. The study recommends better policies to enforce sport organisations
to incorporate digitisation into their communication structure.