As digital transformation continues to redefine sports fan engagement, it is increasingly important for teams and leagues to build relationships with fans through social media. This two-way communication can create stronger bonds, increase brand loyalty and encourage active participation in sports activities, such as spectating games. However, it is challenging to manage the growing volume of content on social platforms. To maximize social media’s impact, sports marketers need to understand its potential, as well as how to optimize strategies.
For example, the Chicago Blackhawks’ social media campaign featuring fan submissions of personal goals and aspirations, #WhatsYourGoal, inspired a global audience to connect with their team in meaningful ways. This UGC campaign helped the team cultivate a community of followers with a shared purpose, which is key to creating more authentic connections between brands and fans.
Similarly, social media allows athletes to maintain an active and engaged public image through their personal social media accounts. In this way, they can boost their career earnings and endorsement opportunities. In addition, they can raise awareness of social issues and engage their audiences by leveraging this platform to reach new audiences outside their core fan base.
Overall, articles in the foundation category accounted for 38.6% of the reviewed literature. These studies aimed to provide a solid understanding of the basics and fundamentals of social media in sport. They covered topics such as the use of social media as a tool to promote athletic performance, the role of social media as an activism platform, its management as a marketing vehicle, its effectiveness as a crisis communications medium and its influence on journalistic practices.
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