Information Systems & Operations Research Seminar – Dr Jenny Haoyu Liu

Title: Digitalising Sport: Value Co-Creation Across Spectator and Participant Journeys

Date: 27 October 2025

Time: 13:30-14:30

Venue: Teams

Speaker: Dr Haoyu Liu

Dr. Haoyu Liu is the assistant professor in operations and supply chain management at management department, University of Birmingham Business School. Dr Liu earned her PhD in Operations Management and Information Systems from the University of Nottingham, fully funded by the prestigious Deng Yaping Sports Scholarship. Drawing on her international background in competitive sport, she
focuses on connecting digital transformation and innovation with the sports industry and its supply-chain processes. Her research employs mixed methods, including semi-structured interviews, surveys, and big-data analytics, to examine value cocreation on sports live-streaming platforms. She has since expanded into smart fitness and digital health, investigating how AI, IoT, and big-data applications reshape smart-gym contexts, O2O operations, business model innovation and information behaviors.

Abstract:

Digitalisation is making the sports ecosystem harder to manage. Sports consumption and operations are now platform-mediated, datafied, and tightly coupled across live streaming and O2O services. Emerging
technologies (IoT, AI) and shifting governance further raise coordination challenges. Meanwhile, user behaviour patterns, platform performance, and operating models are co-evolving, bringing social
implications—user well-being, creator precarity, and data/privacy risks—that are tightly linked to performance outcomes such as retention, monetisation, and operational efficiency.In this seminar, I
present a series of projects that examine the links between platform design, information behaviours, and value co-creation in the sports industry. Part I synthesises published studies on sports live-streaming
platforms (mixed methods). Part II previews ongoing work on AI/IoT-enabled smart gyms and O2O operations. I offer an overview of current knowledge, the mechanisms connecting behaviours to monetisation, governance and design levers, and future research opportunities.