The Rise of Metaverse in Global Sports Brands: Cross Case Analysis
Souvanik Jana · IBMRD s Journal of Management & Research · 2023
The adaptation of one of the newest technological platforms i.e., Metaverse by some of the top sports brands in the world has been discussed in this paper. Metaverse will impact how big companies do their business and interact with their customer base. This could be akin to the adaptation of ecommerce in the past 2-3 decades wherein many companies have moved part of their businesses online and the adaptation allowed them to thrive in the new era and survive adverse situations like the Covid-19 pandemic. This paper considers the top sports brands and compares them in understanding their adaptability and ability to innovate in the face of new technologies and systems coming into play. The paper also tries to understand the rationale behind large sports companies investing in Metaverse and how it impacts them as a brand. “Cross-case analysis” technique has been utilized in the analysis and a comparison against adaptability and current position in the technology curve has been made.