Personal reflectıon on the module

When I first heard of sports marketing, as many students that started a sports marketing course, I thought it was only about sponsorships, ticket and jersey sales. At the end of the module I can clearly say that sports marketing is far more complex than I thought, where proper fan engagement is key. This blog will be a personal reflection of how this module has shaped my understanding of sports marketing.  Additionally, the in class activities and the assignments have been extremely useful. The first assignment, where I prepared a marketing and communication plan for Wembley FC, has allowed me…

Social Media in Sport: Highlighting Social Issues

After the Euro 2020 final, three England players: Marcus Rashford, Bukayo Saka and Jadon Sancho became the target of widespread racist abuse on social media. As these abuses increased and were taken to an extreme level, 11 people who posted racist comments on these players’ social media posts were arrested under investigation of a hate crime (Lee, 2021). Football is often seen as a global sport that brings people from different cultures and nations together. However, the ongoing issue of racism puts a hold on this idea, revealing deeper social issues within the game. With the rise of social media,…

Social Media as a Strategic Marketing Tool in Sport

The rise of social media platforms not only shaped sports but also paved the way for fan engagement, reaching billions of people worldwide. Two of the greatest football players, Cristiano Ronaldo and Lionel Messi, have a combined reach of almost 900 million people on Instagram alone (Statista, 2022). Additionally, according to Statista (2026), one of the biggest football clubs located in central London, commercial activities, including social media campaigns, account for more than 40 per cent of Chelsea’s total revenue, contributing almost twice as much as matchday income (Statista, 2026). These data emphasise that social media is not only a…