ABSTRACT
This chapter describes how the establishment of the Internet and progressing digitalization as well as the changed media usage behaviour of the recipients have influenced communication in and about sport. Here, it illustrates to what extent managing sports communication is a border-crossing task in the best sense of the word. In detail, this chapter shows theoretical concepts which help to structure and understand the phenomenon of sports communication from different perspectives. Moreover, it points out which goals typically are pursued and which tasks and fields of activity typically need to be accomplished in connection with managing sports communication. Furthermore, this chapter describes how digitalization of the media led to challenges for sports communication managers particularly due to the multiplied number of media companies producing and distributing sports-related content. In addition, the chapter identifies challenges for sports actors arising by the self-production and supply of sports-related media products, which is made possible thanks to digitalization.
