Fintech-driven sport event sponsorship: how commercial banks’ innovative marketing strategies shape destination branding and inclusive tourism

The convergence of financial technology (fintech), sport event sponsorship, and destination marketing constitutes an underexplored but increasingly consequential research paradigm in tourism studies. This paper presents a conceptual analysis of how commercial banks—particularly regional and developm...

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Detalhes bibliográficos

Principais autores:	Toyirova Sarvinoz Atoevna, Qodirov Azizjon Anvarovich, Abdullayev Mehriddin Junaydulloyevich, Rajabova Dilbar Ixtiyor Qizi, Sherov Anvar Umarovich
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Frontiers Media S.A. 2026-06-01
Colecção:	Frontiers in Sports and Active Living
Assuntos:	commercial banks destination branding digital payment systems emerging economies financial inclusion fintech
Acesso em linha:	https://www.frontiersin.org/articles/10.3389/fspor.2026.1823565/full
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