ABSTRACT
Social media in sports has become a ‘boom’ phenomenon, and the discussions in this chapter consider all the implications of how this has influenced the sport marketing arena. The advent of content creation and the voice of all stakeholders in sports is appraised alongside the applications of many forms of social media and digital channels to drive this movement. Finally, a more measured approach to the continuation of the monetisation and impacts on sport marketing is debated through discussion and practical applications of digital social media.
