Sports Marketing and New Media


There is growing concern that newspapers and other traditional media outlets are becoming irrelevant as an avenue for keeping up-to-date on sports. However, new media forms (e.g. Blogs, Social Media, Social Networking sites) are challenging the established revenue channels provided by traditional media and impacting how fans follow their favorite teams. In other words, essentially anyone and everyone can now be a member of the media. Students in our Sports Marketing course looked at how they see this shift impacting both the sports industry and the media industry, and what the future holds for sports organizations. Check out a few of their ideas below.

By: Kelly Riegler

The shift from traditional media outlets to the instant gratification of social media has had and will continue to have an immeasurable impact on the sports industry as a whole, specifically sports marketing. Social media has been somewhat of a slow leaking disruptive technology that continues to advance and provide up to date information on the sports industry to the second. The major overall impacts this has are the accountability that persons working in sports must have, the dedication to staying up to date and providing product quickly, and how exactly sports marketers must stay ahead of the curve in order to be profitable and successful.

Sports journalist Brian Clapp presents an interesting point by bringing to light how heavily scrutinized former athletes like Dennis Rodman would have been in today’s social media age, (Clapp, 2015). This may be both a positive and a negative, as athletes have been held to a ‘higher’ standard. It’s also important to mention that this accountability due to social media has continued to let athletes get away with things others may not be able to. However, overall the accountability aspect has brought more attention to major social issues in the sports industry.

Secondly, instant gratification and rapid consumption of information due to social media have created a heightened pressure for sports journalists to be much more involved and up to date on what’s happening. While this may be a positive involvement for the sports industry, it may be deterring from the game itself.  When you’re hearing statistics such as how many home wins a certain team has had in the month of November under the reign of one coach during a game you begin to wonder the overall importance of nuances such as this. The instant statistics are interesting, and generate a whole new dimension to sports that has never before existed.

So, how does a sports marketer keep up with all of this? Simply, they don’t. In today’s world of social media, instant gratification, and ever changing team dynamics and league influences its all about producing the best product you can on the fly. The most successful marketing plans for sports in recent years have been out of the box initiatives to get fans in seats, and interested in and talking about their favorite teams. Essentially, the fans do a lot of the research for the marketers. The big data analytics entrance into the sports world provides effective real time data that essentially paints a picture to marketers of what they should be doing, and what markets are underutilized. Its about trying new things, failing at new things, and hopefully catching a break with a new marketing strategy that just happens to work.


By: Caitlin Buscemi

As technology continues to advance, we see that social media platforms are being used more as news outlets and marketing tools in the sports industry. Not only are fans able to connect with their favorite teams on sites such as Facebook, Instagram, Twitter, and Snapchat, marketers are able to connect with fans in an easier and more efficient way. Organizations use trending hashtags and phrases that stimulate conversations among the nation. Fans are able to tweet to their favorite players and teams, and interact with others who share their same interest.  “This year one fifth (20.5%) of internet users in the US are expected to have Twitter accounts. This number has grown from 15.2% in 2012, and is projected to rise to 24.2% by 2018” (DiMoro 2015). Being a part of social media is a huge stepping stone for both fans, organizations, and marketers.

Sports marketers are able to reach their clientele in a quicker and more effective way through social media. They are able to connect with fans and get a closer perspective of what they would like to see and this allows marketers to open new opportunities with fans and organizations. Sports marketers are also able to do promotions for exclusively social media followers in order to gain a larger fan base and create more opportunities for their organization. Different sports brands are able to reach a larger fan base through social media and television. According to DiMoro, “Over a third (37%) of Twitter users will buy from a brand they follow.” This demonstrates that social media is having an impact on sports brands and those who interact with them, and will continue to do so as social media continues to grow. Sports brands are taking advantage of all that social media has to offer, in order to create a stronger fan base and a more popular brand.

As the social media platform continues to grow, traditional media outlets, such as newspapers, may vanish. Fans and organizations continue to use social media as their source for the latest news because it is a quicker and easier way to find things out. Through notifications, apps, or even Google search, information can be found quicker and maybe in even more detail. Fans are also able to see multiple stories on one topic that gives different perspectives or information. Social media allows fans to be more interactive with their favorite teams, players, and other fans than newspapers do, and as technology continues to advance, social media will become the primary outlet for news, branding, and fan interaction regarding sports.

DiMoro, A. (2015). The Growing Impact of Social Media On Today’s Sports Culture. Forbes. Retrieved from

By: Eric Harp

Social Media is quickly outpacing Traditional Media because information is instantly transmitted to millions of people by a simple click of a mouse. People get to receive and disseminate information and can comment, respond and share just as fast. Companies and small businesses can capitalize in this arena but must be very creative.

Traditional Media has set schedules and avenues for distribution of information and advertising. There are advertising rates based on the number of customers watching or listening to specific programs or stations. These rates are apt to fluctuate based on the popularity of the event being covered or broadcast. Whether print, television or radio, the media source is dependent on advertisers and selling available advertising space. Companies would then hire advertising agencies to create memorable logos and commercials and print ads to capture the attention of consumers. Many companies succeeded and established their brands.

Social Media is instantaneous. People are communicating and social circles grow by the second. Information is shared at lightning speeds. As soon as something happens, it is shared and commented on by likes and dislikes and full discourse. Advertisers are able to reach millions of people globally without the costs of Traditional Media. Companies now have to be very creative to establish a footprint in this vast playing field.

How can companies succeed and maintain success? According to the Harvard Business Review (Holt, D. 2016) “brands succeed when they break through in culture”. The article says that businesses cannot buy fame anymore so they must compete with entertainment. Many companies are aligning themselves with popular social media personalities. This partnering allows for brands to break through certain subcultures and reach customers who were previously denied to them. Social Media is ever-changing landscape so finding the right connection is key, but very elusive.

I think that the future is just beginning because we as humans want the next thing. Companies with the biggest budgets can spend until they get it right. There is someone sitting on the next social media idea that will sweep the planet and some company or better yet, a lot of companies better be there to capitalize on it.


Holt, D. (2016, March). Branding In The Age of Social Media. Retrieved December 2016, from


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s