Abstract

https://doi.org/10.58984/smbic250101159j

The rapid development of immersive digital environments, collectively referred to as the metaverse, is transforming the global sports industry and redefining how sports are experienced, marketed, and monetized. As digital spaces become more interactive, participatory, and decentralized, they open up unprecedented opportunities for digital entrepreneurship and innovation in sports marketing. This paper explores the dynamic intersection of these two domains, indicating that metaversebased ecosystems enable new forms of fan engagement, branding, and value creation. By integrating insights from recent academic literature and practical examples, the study examines how emerging technologies are reshaping traditional sports marketing models and expanding the entrepreneurial landscape. The paper highlights how digital entrepreneurs and sport organizations use metaverse platforms to develop immersive fan experiences, launch virtual merchandise and collectibles, organize hybrid sporting events, and create decentralized digital communities. These innovations are driving a fundamental shift from passive sports consumption to active co-creation of value, where fans become participants, collaborators, and even investors. Moreover, the research identifies key strategic implications for stakeholders seeking to position themselves competitively in this evolving environment. While the metaverse presents significant benefits, including enhanced personalization, global reach, and new revenue streams, it also introduces major challenges related to data privacy, technological accessibility, interoperability, and ethical considerations. By addressing these opportunities and constraints, the paper contributes to understanding how the metaverse can serve as a new frontier for innovation, entrepreneurship, and marketing transformation in the sports industry. The findings underline the need for an adaptive, forward-thinking approach that integrates creativity, technology, and consumer insight to ensure sustainable growth in the digital sports economy.