Content area
Seven (7) technical-focused themes (ie, systems, operations), or people-centered themes (i.e., human beings, culture), or both, emerge through this exploration and thereby reflect the persisting, growing impact of social media upon the global sports landscape. With the growth of sports and social media usage, communication is on the rise as brand reactions, viral activity, athlete influence, and sponsorship ethics are being explored on a wider scale. [...]the implications of the Handbook show how social media propels the globalization of sport thereby allowing athletes and leagues to reach new markets. Because digital platforms become powerful tools for advocacy, or mis-information, or both, they are more likely to expose athletes to harassment and backlash requiring stronger need for protections that policies offer.