ABSTRACT
Can you remember a moment in your life when social media did not exist? For many, social media has become a routine part of life. Consider your favorite athletes or teams and think about the ways they connect and engage with you as a fan. Social media have proven to be important in developing fan interaction, forging connections between teams and leagues and respective fans, selling tickets and merchandise while also driving television viewership (Fisher, 2011). Sutton states that “fan connectivity and greater involvement” can be inspired by social media (Sutton, 2011, p. 12). In their relatively new existence, social media have evolved and changed the landscape of how people receive content about their favorite athletes, sports teams, or leagues.
