Social Media in Global Sport
Strategies and Practice
Series: Routledge Research in Sport Business and Management;
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Product details:
- Edition number 1
- Publisher Routledge
- Date of Publication 15 December 2025
- ISBN 9780367322137
- Binding Hardback
- No. of pages264 pages
- Size 234x156 mm
- Weight 453 g
- Language English
- Illustrations 21 Illustrations, black & white; 1 Halftones, black & white; 20 Line drawings, black & white; 17 Tables, black & white 700
Categories
Short description:
This book analyses the communication and content management strategies on social networks of major actors in world sport.
MoreLong description:
This book analyses the communication and content management strategies on social networks of major actors in world sport.
Drawing on data analytics and a wide range of qualitative and quantitative methods, the book presents case studies of iconic global sport organisations and stars, from the Olympic Games and Lionel Messi to the Superbowl and the LA Lakers, illustrating the complexity of the sporting social media ecosystem. Presenting a multi-level analysis, from the brands of individual athletes through to the use of social media by national leagues and international sport organisations, the book underscores the central importance of social media in contemporary sport business and offers key insights and questions that will shape future research in this area.
This book is fascinating reading for all students, researchers or industry professionals with an interest in sport media, sport management, sport marketing, sponsorship, fans or new media.
MoreTable of Contents:
0.Positing a Rationale: On the Relationship Between Social Media and Global Sport.
More
