ABSTRACT
This chapter will provide an overview of the use of social media in sport by athletes, teams, organisations, and sports leagues. The chapter begins with a discussion of social media in general and an explanation of the major platforms involved in the social media domain. This is followed by a more acute exploration of the adoption of social media strategies within the sport industry. Consumer brand relationships emerge as a critical focus point for many sport entities and as such this topic is afforded significant attention. Following on from this the chapter analyses the challenges that social media managers face within the sport industry with a focus on the real and perceived lack of control that sports brands may face through their social media presence. The penultimate section focusses on the growth of social media in sport research within the academic domain and the criticisms that have emerged surrounding this research before discussing the future of social media in sport and the role social media platforms will play in sport broadcasting moving forward.
