1st Edition

Sport and Social Media in Business and Society

By Gashaw Abeza, Ryan King-White Copyright 2024
    122 Pages 4 B/W Illustrations
    by Routledge

    This concise, practical book examines the significance of social media for the sport industry, explaining key concepts and sharing tools and best practice for the use of social media in sport business communication.

    Accessibly written and avoiding jargon, the book considers the history, development, commercial impact, social effects, and the legal and ethical concerns of social media in the context of sport. Covering all levels of sport, from professional to grassroots, the book includes international cases and examples throughout, presenting key findings from current research. It also explains the role of social media agencies and the fundamentals of managing a sport organization’s social media platforms and outputs.

    This book is essential reading for all sport business professionals and for any sport business, management, or marketing student looking for a primer on this important and growing subject.

    1. The Basics of Social Media and Sport

    2. Social Media and Sport Business

    3. Social Media Platforms Management

    4. Social Media and Traditional Media

    5. Social Media and Legal and Ethical Issues

    6. Social Media and Social Issues


    Gashaw Abeza is recognized as one of the leading scholars in the field of social media in sport. He is Associate Professor at Towson University, USA, and a member of the editorial board of nine different academic journals. Dr. Abeza serves as a sport management consultant in different countries, and he is a Research Fellow and Doctoral Advisor at Munich Business School, Germany.

    Ryan King-White is recognized as one of the leading scholars in the field of physical cultural studies. He is Associate Professor of Sport Management in the Department of Kinesiology at Towson University, USA. Dr. King-White has expertise in a range of socio-cultural topics, including global sport spectacles, intercollegiate athletics, youth sport, qualitative research methodology, and critical pedagogy.

    Sport and Social Media in Business and Society provides a succinct and highly applicable resource for students and sport management professionals alike. Abeza and King-White provide highly relevant content in relation to social media and sport and provide excellent examples and case studies. The use of case studies woven into each chapter provides an enriching element to the readability and applicability of this book as an effective resource for the classroom or professional use.”- Taylor M. Hanson, Viterbo University, US, International Journal of Sport Communication