Expanded Abstract of the Article "Sports Advertising in the New Age: The Role of Advertising on Social Networks and Live Streaming Platforms in Attracting Fans and Financial Sponsors":

In the modern world, where digital technology and communications are rapidly evolving, sports advertising is witnessing fundamental transformations. This article, employing a mixed-method approach that includes both quantitative and qualitative analyses, examines the prominent role of advertising on social networks and live streaming platforms and its impact on attracting fans and financial sponsors. Quantitative data have been obtained through statistical surveys and market analysis, while qualitative data have been gathered through in-depth interviews with experts in the advertising industry and sports management.

Advertising on social networks, by creating direct and two-way connections with fans, provides new opportunities to introduce sports and athletes to the global community. These networks act as tools to increase awareness and loyalty among fans, offering the ability to follow sporting events and achievements in real-time. On the other hand, live streaming platforms, by providing an experience akin to being in the stadiums, bring about direct and exciting interaction for fans, allowing supporters from any corner of the world to feel a greater closeness to their favorite teams and athletes.

The article also explores the vital role of advertising in attracting financial sponsors. Effective advertising, by creating meaningful and value-creating connections between commercial brands and the sports community, can lead to increased investments and financial support. Finally, the article concludes with suggestions for improving advertising strategies and optimizing the use of opportunities available in the digital world, emphasizing how innovative and creative approaches can expand the influence of sports on a global scale.