This chapter explains how the availability of everyday digital tools and technologies enables a broader public to interact with, and create, media content related to major sport events. It focuses on the practices and behaviors that emerge around digital developments and permit certain voices to be heard effectively than was the case when fewer media organizations dominated the reporting of major sporting events. The chapter points-out some of the limitations of de-professionalized and de-capitalized media to produce the material changes hoped for by their proponents. It discusses how developments in everyday digital practices and platforms require researchers to adopt different research techniques if they are to gain useful insights into media and sporting events. The chapter also explains a need for more embedded, co-produced efforts that reimagine the researcher and the communities with whom he/she works as partners in the research endeavor.