Social media influencers play a vital role in sports marketing, especially as brands seek to connect with consumers through engaging content. Trustworthiness is crucial for successful collaborations, as audiences value authenticity. To maintain trust, brands should allow influencers creative freedom while ensuring transparency, avoiding exaggerated promotions, and fostering relatable content.
The Contemporary Sport Media Model: How social media platforms disrupt and redefine the sport-media nexus.
The evolution of social media has disrupted traditional sports media by decentralizing communication, empowering athletes, and enabling innovative storytelling. While new formats engage younger audiences, challenges remain regarding misinformation and unregulated content. The blend of traditional and new media suggests a transformative rather than replaceable relationship, which raises questions about true empowerment versus control by tech giants.
Monetising Engagement ~ NBC’s Commercial Success with Digital Creators
The digitalisation of content has transformed traditional business models in sports media, exemplified by NBCUniversal's monetisation strategy during the 2024 Summer Olympics. By partnering with digital creators, NBC enhanced audience engagement and broke ad sales records. The approach leveraged niche influencers to generate new revenue streams and foster genuine connections with younger audiences.
Storytelling Through Digital Creators ~ A New Narrative for the Olympics
The evolution of sports media in the 21st century has transformed storytelling, merging traditional coverage with digital creators' engaging narratives. Influencers on platforms like TikTok and Instagram connect fans to athletes during events like the Olympics, fostering community through user-generated content. This shift enhances emotional investment in sports and inclusivity.
The Evolution of Sports Broadcasting ~ Traditional vs Digital
The sports broadcasting landscape has evolved from traditional methods to digital-first approaches, significantly demonstrated by NBC during the 2024 Paris Olympics. By integrating platforms like Peacock and leveraging social media influencers, NBC increased audience engagement and record viewership. This shift highlights the importance of relatability and technology in modern sports marketing.
Meet the team ~ Lenka Koubkova
Lenka Koubkova is a postgraduate student with a First Class Diploma in Sport Business and Management, passionate about sports since childhood. Her journey led her from Czechia to study in the UK, followed by work experience in Barcelona. She aims to pursue a career in sport marketing, focusing on digital content creation.
Podcast: Breaking the Mould: Social Media’s Impact on Women’s Sports and Athlete Representation
This podcast explores the impact of social media on women's sports, comparing its representation with traditional media. It highlights the positive and negative aspects, including the opportunity for athletes to defend themselves and build their personal brand, while also addressing challenges such as misrepresentation and online trolling. Social media is seen as a powerful tool for self-representation and event promotion.
Skateboard Revolution: How Social Media Ignited a Cultural Phenomenon
Social media has revolutionized skateboarding culture, transforming platforms like YouTube and Instagram into virtual skate parks where skateboarders can share their creativity and challenge stereotypes. It has provided a continuous stream of fresh content, boosting the sport's popularity and industry growth. The industry's diverse tapestry is showcased, celebrating authenticity and innovation (50 words).
The Era of Steaming – How Streaming Sites are beginning to take over the World of Live Sport
The shift from traditional sports broadcasting to streaming services like Netflix, Disney, and Apple is transforming live sports consumption. These platforms offer accessibility, cost-effectiveness, and global reach, posing a significant competition to giants like Sky and TNT. As streaming services continue to evolve, the future of live sports consumption looks promising for these platforms.
Darts: Hitting the Bullseye and Conquering Platformization in Sport Media
Darts has evolved from a pub game to a major televised sport, with the 2024 World Championship final attracting 3.71 million viewers. Platformization, including dedicated streaming services like PDC.tv and the rise of social media, has greatly contributed to this popularity. These platforms offer global reach and engagement, allowing the sport to attract new fans worldwide.
Media and Digital Transformation in Sport 