ABSTRACT
Sport communication is a rapidly growing area of study that covers a vast array of topics. One of those topics that is seeing increased attention is how communication is used to help achieve the goals of various sports entities. While often appearing in public relations courses, the use of communication to achieve goals is known as strategic communication. The strategic communication process in sport communication is grounded in an understanding of the fans and sources of revenue in sports. The fans are a major factor in what make strategic communication unique in the sport communication context and revenue is critical business background information about sport. Transmedia storytelling is one of the ways social media platforms can change how people should approach strategic sport communication. Traditional sport communication textbooks explore intersecting topics such as gender, health, and technology in depth. Fan and fan behavior are core elements in appreciating the sport context.
