Digital Transformation in Sports Management and Its Impact on Sports Journalism

Abstract

Digital transformation has emerged as a decisive factor, radically reshaping organizational practices, communication strategies, and the role of stakeholders in the sports ecosystem. By employing advanced digital technologies such as big data, customer relationship management (CRM) systems, and social media platforms, sports organizations enhance administrative efficiency and intensify audience interaction. Concurrently, sports journalism is undergoing substantial changes: organizations now communicate directly with fans through digital channels, thereby diminishing the traditional role of journalists. To remain competitive, journalists must acquire new skills, including data analysis, multimedia production, and digital storytelling. At the same time, concerns arise regarding the reliability of information in an environment characterized by rapid news dissemination. This study investigates the impact of digital transformation on the management of sports organizations and its influence on sports journalism. Overall, this research highlights the challenges and opportunities stemming from the evolving dynamics between organizations, journalists, and audiences, underscoring the importance of continuous education, adaptability, and innovation.