Social Media in Sports Marketing

Abstract

Social media are playing an increasing role in today’s society, and sports industry is not an exclusion. The study explores how exactly social media affect the sports sphere. The analysis shows that several directions of this influence can be underlined. They include an impact on fans/consumers, sport clubs and organizations, players’ and athletes’ personal brands and sport-related businesses. Social media has changed the way sports content is consumed in many ways. Previously, broadcasts were conducted only on official channels such as television. The study concludes that fan engagement is the key channel that allows clubs and organizations to monetize this attention using several models. Also, the study suggests the ways of enhancing the interaction between sport brands and their fan base. As clubs and particular players have become brands, fans want to know more about them, and clubs should satisfy this demand. Organizing activities such as charity meetings, autograph sessions, presentations, issuing special video content are other methods for enhancing fan engagement.