ABSTRACT
Sport experiences are changing with technology (Sage & Eitzen, 2016). Sporting event consumption, once very tangible and social, is increasingly happening through electronic and often solitary settings. While this may seem isolating, enthusiasts can join the sport dialogue electronically. Online venues, like their physical counterparts, can offer opportunities for self-expression, companionship, and stimulation (Nimrod, 2014). They can be a convenient, timely, and a reliable way to socialize (Chayko, 2008). The growth of online venues seems both natural and inevitable and it is easy to appreciate their appeal. We explore how camaraderie develops around tennis within a popular international online forum. Observations of group dynamics within 43 discussion threads revealed an emergent co-creative space where posters share connectedness, trust, and values. We discuss the elements that help define and describe this space reflecting on how online dynamics help develop and sustain this very social space.
