Author: Dr Renan Petersen-Wagner

Senior Lecturer in Sport Business and Marketing Researcher The Research Centre for Social Justice in Sport and Society PhD Sociology and Social Policy (Durham University) MPhil Business: Marketing (UFRGS) BA(Hons) Sport (UFRGS)

Is TikTok revolutionising the Sport Industry? The Role of TikTok in Shaping Gen-Z Sports Culture through humour

TikTok has significantly transformed the sports industry, particularly through the International Paralympic Committee's engaging content strategy aimed at Gen-Z audiences. Humorous videos effectively raise awareness of disability sports but risk trivializing their seriousness. The challenge lies in utilizing humor to promote inclusivity while maintaining respect for the professionalism of athletes.

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How sustainable is the Olympics on YouTube?

The International Olympic Committee’s (IOC) portrayal of environmental sustainability on YouTube came under scrutiny in a recent study. Despite a focus on positive societal impact, analysis of over 13,000 videos revealed limited attention to climate and environmental issues, with minimal self-criticism. This suggests a downplaying of Olympic sustainability efforts. For more insights, refer to the full paper.

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Digital Consumption of the Paralympic Games on YouTube: Unveiling the New Sport/Media Landscape on a Platform Logic

The digital revolution, particularly through YouTube, has modified the way Paralympic Games are consumed. The International Paralympic Committee (IPC) leverages YouTube to reach larger, diverse audiences, functioning both as an alternative and addition to traditional TV. The IPC must master this new media landscape, balancing content creation and audience engagement within the algorithm-based system, to ensure fair visibility for all athletes and disciplines. Peak content production and viewership typically align with major events like the Paralympic Games.

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Is YouTube taking over TV in sport? Digital transformations in the sports media industry

The traditional dominance of TV as the primary medium for sports broadcasting is now challenged by digital platforms like YouTube. An academic paper discusses how the International Olympic Committee (IOC) is using YouTube as a complementary platform for the Olympics broadcast. It highlights YouTube's digital advantages such as real-time access, user-driven content co-production, and versatility of communication. The paper also points out the IOC's increasing dependency on the YouTube algorithm for audience engagement and its selective focus on key user markets. While YouTube has not yet overtaken TV for live broadcasts, its role in sports consumption is undeniable.

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Do football fans like VAR?

Digital transformation has impacted football not only via platforms, but also on-pitch with the introduction of the Video Assistant Referee (VAR). A study analysing over 300,000 comments left on FIFA's official YouTube videos revealed that about 60% of fans disliked VAR. Fans typically associated VAR with three negative aspects: favouring bigger nations, non-neutrality of technology, and destruction of traditional football. They perceived VAR as another tool used in modern football's commercialisation and mediatisation.

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Does Apple have plans for a metaverse? It might involve Apple TV+ and sport

During Apple's first fiscal quarter earnings call, Tim Cook was asked about Apple's plans for the metaverse by a Morgan Stanley analyst and Cook's reply focused solely on ARKit and all the different apps available on the App Store that benefit from those technological affordances. In a way, Cook's vision for an Apple Metaverse lies... Continue Reading →

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What the Metaverse means for the Sport Industry?

In a preview post I have discussed what I envision to be the future of sport and media and hinted to a moment where our reality is augmented by the transformations coming from digital technologies. In that post I have used Star Wars' Holochess as an example of what traditional sports broadcasting will look like... Continue Reading →

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Digital Revolution? Persisting Gender Inequalities in Digital Sports Broadcasting: The case of FIFA TV on YouTube

A research comparing men's and women's FIFA World Cup videos on YouTube found that while men's videos have more views and engagement, women's videos received more likes per view, showing signs of favorable engagement. These findings suggest that the digital revolution has not fully disrupted gender inequalities in sports media, but there are hopeful indicators of an increasingly equitable consumption of content.

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What is the future of sport and media?

Trying to correctly predict the future of sport and media might be a daunting affair as the pace of technological disruptions and transformations rising from the digital revolution appears to be ever increasing. For instance, taking Nicholas Negroponte's famous analysis on Being Digital - a work written in the mid-90s just before the dot-com bubble... Continue Reading →

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Have Social Media Disrupted Football Consumption?

While researching to write a chapter on digital and social media disruptions on the consumption of football for an upcoming book on The Business of FIFA I went about collecting data from a particular social media platform - YouTube - to discuss the possible transformations that the so-called digital revolution has caused on sport. For... Continue Reading →

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