Institute of Sports Science


Managing sport communication in the age of digital media

Verena Burk and Marcel Fahrner recently published a chapter in the handbook “Managing Sport Across Borders”.

The progressive digitalization and the changes in media usage behavior have considerable consequences for communication in and about sports. Particularly social media platforms offer the opportunity for athletes, clubs and leagues to address fans and target groups directly – i.e. without any intermediaries such as journalists – in order to draw attention and positively influence the brand image. However, this ‘communication autonomy’ also poses new challenges to sport (communication) managers.

Verena Burk and Marcel Fahrner address these challenges in their chapter “Managing sports communication in the age of digital media” and take up topics such as distribution formats in the light of digitalization, challenges related to managing sports communication across borders and sports protagonists as producers and suppliers of media products.

Written by leading sport management and sport development scholars from around the world, the book highlights international management challenges, suggests appropriate management practices, and raises questions to stimulate further debate. From a commercial sport management perspective, it explores key topics including crowd funding in sports as well as managing government and commercial alliances, or managing power and politics. From a social justice perspective, it examines issues including sport volunteer management, the management of sport for inclusion, and academic partnerships in international sport management.

Goslin, A., Kluka, D. A., López de D'Amico, R., & Danylchuk, K. (2020). Managing Sport Across Borders. London: Taylor & Francis Ltd.