How Social Media has Influenced Sports Management


HowSocial Media has Influenced Sports Management

Theemergence of the social media platforms such as Twitter and Facebookhas come to be of immense importance in the world of sports (InPedersen&ampIn Thibault,2014). Almost on daily basis, fans are eager to have information ofthe sports that they love. For example, football fans can haveinformation on their football clubs through visiting the social mediasites of the clubs. This implies that it is possible for executivesto use social media platforms in managing sports. The aim of thisassignment is to discuss how the social media has influenced themanagement of sports.

Whenit comes to advertisement, social media offers an excellent tool. Inadvertising different sports issues, managers involved in sports canuse the social media in successfully advertising sports. Instead ofusing other costly advertisement tools such as the print media,social media platforms can be used in advertising different issuesfor free. A sporting manager may want to change the perception of aconsumer on a given sporting issue and get an immediate feedback. Insuch an instance, it is possible for sports managers to use thesocial media platforms because it would feasible to advertise and getfast feedback (InPedersen&ampIn Thibault,2014). For instance, a sporting manager may desire to have a feelconcerning the way consumers may feel concerning a sporting costume aclub may want to produce. In this case, the manager can use thesocial media in advertising the costume and a fast response would bereceived from the consumers. Therefore, instead of using costlyadvertising tools, sporting managers are now using the social mediasince the platforms are effective and less costly in advertisements.

Socialmedia has influenced sports management because it has helpedexecutives in reaching out to sports fans. Sports managers are usingthe social media in sharing team news, discussing emerging issues,and even in promoting charitable organizations that are supported byclubs. Prior to the emergence of the social media platforms, it wasdifficult to communicate to a vast number of fans because they couldonly be reached through the use of print media and tools such ase-mails in case fans have subscribed for information with a givensporting club. However, in communicating to the fans, sportsexecutives rely on the social media platforms and information reachan exceedingly big number of sports fans even without the need offans subscribing for information with a sports club. Therefore,social media has helped in influencing the manner in which executivescommunicate to the fans.

Besides,through the social media, it has been possible for sports managers toknow the reaction of sports participants after a sporting event orprior to a certain sporting event. After the emergence of the socialmedia, participants in a sporting event have been indicated to offerpersonal viewpoints concerning a given issue. For instance, in caseit is in football, players may express their personal views throughthe social media. Sharing such information is critical in sportbecause managers have been in a position to control bad conducts(Thorntonet al, 2012). It is possible to use the social media as participantsin a certain sport to express his or her opinion just like the way aplayer or participant may attend a press event. The only differencein this case is that the participants do not have to be in front of areporting media such as television in order to make comments. Thesocial media has helped to control the behavior of participantsbecause participants fear that their comments on the social mediawould be monitored by sports executives a move that may lead to thembeing banned from participating in the sport. Therefore, to anextent, the actions of participants have been controlled throughusing the social media. This is because a participant would fear thathis/her response would be received by a large number of people andactions may follow the response. This makes participants careful onthe feedback that they offer while using the social media.

Inaddition, the social media platforms have influenced sportsmanagement because they help in saving time. It is possible for asports manager to inform participants of a certain sport of anyemerging issue without necessarily having a physical meeting with theparticipants. For example, it is possible to change a venue of agiven sport without the need of calling for a physical meeting toplan for the venue. A manager may simply use the social mediaplatforms to organize for the change of venue. Avoiding of physicalmeeting can help managers to save time that can be used in otherissues.

Furthermore,it is possible to use the social media platforms in teaching about acertain sport. Individuals may have a desire to learn about a certainsport. Since organizing for venues may require a lot of resources, itis possible for managers to organize teaching about the sport throughthe social media. This has influenced the manner in which individualsview sports, giving managers an easy time to familiarize people witha certain sport. Teaching through the social media has made the workof managers easier because instead of meeting regularly withinterested participants, it is feasible to organize for fewermeetings. For example, it is possible to share videos concerning howa certain sport should be exercised, which can offer participantswith prior knowledge of what is expected of them while participatingin a given sport (Baker&ampEsherick,2013).

Onthe other hand, the social media platforms have been used by sportsmanagers in selling sporting merchandise (Newman,2013). Through the social media platforms, it is possible for fans ofa given sport to order and purchase sporting merchandise sold by agiven sporting club. This has helped managers in managing sales ofsporting merchandise since they no longer require physical stores inorder to reach their clients.


Technologyhas continued to influence the manner in which things are done inalmost every aspect of life, sports included. The introduction of thesocial media platforms has influence sports management in differentways. One of the ways in which social media platforms has influencedsports management entails the manner in which executives communicatewith sports participants and fans. For example, when they desire tothe fans concerning a certain event of emerging issue concerningsport, they are using the social media since they understand that itis possible to reach a big number of people within a short duration,while using the social media. When it comes to making promotionaladvertisements, managers have resulted to using the social mediaplatforms, a move that has influenced sports perception.


Baker,R. E., &amp Esherick, C. (2013).&nbspFundamentalsof sport management.Champaign, IL: Human Kinetics.

InPedersen, P. M., &amp In Thibault, L. (2014).&nbspContemporarysport management.Champaign,IL : Human Kinetics.

Newman,T. (2013).&nbspSocialmedia in sport marketing.Scottsdale, Arizona: Holcomb Hathaway, Publishers.

Thornton,P. K., Champion, W. T., &amp Ruddell, L. (2012).&nbspSportsethics for sports management professionals.Sudbury, MA: Jones &amp Bartlett.