The Greatest Partnership in Sport’s History: Social Media and The Sport Industry

The Greatest Partnership in Sport’s History: Social Media and The Sport Industry

For the sports industry social media platforms have become a tool to communicate and share content with consumers. Social media is a new entity and research on specific topics needs further exploration. This study aims to determine how professional sports teams utilize social media platforms. Data was collected over four months from the Atlanta Braves, Charlotte Hornets, Indianapolis Colts, Las Vegas Golden Knights, and Team Penske. Hypotheses were tested using the content analysis method. The findings demonstrated teams uploaded fewer posts during the off-season, uploaded more videos (reels) to Instagram than TikTok, and uploaded pictures more than any other content on social media.

Boyd, Madison

Rider University

Wienck, Nancy

Baccalaureate Honors Program

Adobe Acrobat PDF

English

Capstone