As social media continues to evolve, the role it plays in sports is rapidly expanding. Fans increasingly watch games primarily or exclusively on their mobile devices, connecting in real-time to share reactions, opinions, highlights and more. This digital evolution is affecting the way fans interact with teams and leagues and creating new business models. As this landscape continues to change, it is important for researchers to identify the emerging trends and explore the impact of social media in sports.
This article examines the current state of empirical research on social media in sports and provides an overview of the broader implications of this area of study. It categorizes the most prominent social media platforms, research methods, and theories used in sport management research on this topic. It also identifies gaps in the literature and offers suggestions for future research.
In the past, control of sports media was largely limited to television networks and the press. However, social media allows athletes and teams to communicate directly with fans. This two-way communication enables them to provide behind-the-scenes content, personal stories and real-time updates that deepen the connection between fans and the game. It is this relationship that creates loyalty and enables fans to transform from passive consumers into active participants in the sports community.
Although Twitter has been a dominant platform in this area of research, other platforms are growing in popularity. For example, TikTok has been gaining traction and is an increasingly popular tool for athletes to promote their brand, build their following and engage with their fan base.