Social Media in Global Sport

Strategies and Practice
1. Auflage 2025
ISBN: 978-0-367-32213-7
Verlag: Taylor & Francis Ltd

Buch, Englisch, 264 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 453 g

Reihe: Routledge Research in Sport Business and Management

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.

Zielgruppe

Postgraduate and Undergraduate

Autoren/Hrsg.

Billings, Andrew C.

Fernández-Peña, Emilio

Fernandez-Pena, Emilio

Fachgebiete

• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Freizeitsoziologie, Konsumsoziologie, Alltagssoziologie, Populärkultur
• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Mediensoziologie
• Sozialwissenschaften Sport | Tourismus | Freizeit Sport Sportveranstaltungen, Sportmanagement, Teams & Clubs
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften

Inhaltsverzeichnis

0.Positing a Rationale: On the Relationship Between Social Media and Global Sport. 1.Dunking the Competition: The NBA’s Cutting-Edge Social Media. 2.Global Football: FIFA and UEFA Engagement Strategies. 3.Supersizing the Super Bowl: NFL Social Media Practices. 4.Star Athletes: Managing Their Personal Brands. 5.Chinese Football Association Super League Social Media Practices and Trends. 6.Understanding the Premier League Social Strategy. 7.Surfers, Not Fakers: The Los Angeles Lakers’ Social Media Team. 8.The Evolution of Sports People, Team, and Fan Deviance to Online Spaces. 9.Social Media Olympics: Collaboration and Crosspollination. 10.Envisioning the Future of Social Media in Global Sport: Concepts and Findings.

Über Autor(innen)

Emilio Fernández-Peña (Ph.D., Basque Country University, 2001) is the founder director of the Sport Research Institute of the Universitat Autònoma de Barcelona.

Andrew C. Billings (Ph.D., Indiana University, 1999) serves as co-director of the Beyond Sports Initiative and the Ronald Reagan Chair of Broadcasting at the University of Alabama.