Today, sports events and social media are intertwined. Almost all teams, major leagues, and even sports bodies have an active social media presence where they communicate with their fans through events and updates, or funny and interesting videos about their teams to keep the followers entertained.

Some of the sporting associations have already developed their own media companies and platforms where they broadcast games and breaking news, such as AFL Media and NBL TV.

The millennials, who form the largest crowd in sports, can always be found on their phones scrolling through tweets, Facebook, and Instagram posts. During major sports events, it's a norm to see everyone on their newsfeed checking for information, gifs, and memes that provide insights and commentary on their favorite events, and the bold few often even look up sports betting sites to see if they can make some money from the upcoming game. The instantaneous and interactive nature of the social media platforms makes it convenient for sports personalities to create a relationship with their audience.

Some of the world’s top class teams and businesses have accepted and integrated social media into their daily management. For instance, a 2017 study conducted by https://bettingsites.me.uk/ shows that Barcelona is among the world's largest teams with massive followers who total up to almost 150 million. This has also benefited their t-shirt sponsors who sell apparel whenever the team has a major clash.

Another example of sporting associations using social media is the FIA Formula E Championship. The motor racing competition introduced FanBoost where the fans get to vote on their favorite driver to be equipped with a power boost in a race. It is no longer an exclusive drivers affair, as the fans have an impact on probable result, making it more fun and unpredictable event to follow.

The use of social media is an investment which is crucial to any sport based business. From selling event tickets to publishing news about players and teams, social media have an increasing influence on how the world sees sporting stars and their careers.