ABSTRACT
In this paper I reflect on the role of digital and social media in the production, consumption and circulation of messages about major (and mega) sport events, drawing on research into digital cultures and events over the last decade. I argue that the mass availability of everyday digital devices and social platforms transforms the way that both producers and consumers contest prevailing major event narratives. Whilst, on one hand, the corporate–sport–media complex can use the event platform effectively, to extract value for sport event consumers, there is also growing evidence that these same platforms can be hijacked by opposing interests and the prevailing event narrative can be altered, at least temporarily.
