Social Media in Global Sport: Strategies and Practice

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.

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.