ABSTRACT
Sport is a major phenomenon in most societies. Not only are people actively participating in various sports, but many follow individual teams, players, tournaments or leagues. As a consequence of the huge public interest, sport has also become a relevant topic in the media, and in this context its representation can take different forms. On the one hand, clubs and players organise their own advertising and publicity, by for instance featuring web or television channels, using social media platforms or publishing fanzines (see e.g. Haynes 1995; McCarthy et al. 2014; McLean and Wainwright 2009). On the other hand, it is represented in mass media where the reporting is not focused on any particular fan-base and is therefore more diverse and critical.
