In Digital Marketing, Sport Sponsorship, Sports Marketing

How to use social networks in sports

Social media are used very effectively to communicate with fans directly and, in some cases, in real time too.
Teams, businesses and athletes have at least one account, which they use to directly liaise with their fans.
Social media are a powerful tool for anyone engaged in sports marketing as they help get in contact with a strongly engaged audience in a straightforward and intermediation-free manner.

Social Media & Sport: real-time marketing with social media

The way we watch matches has changed: an increasingly higher number of supporters watch matches holding their smartphones in their hands to have more in-depth and real-time information through the socials.

Sports lovers share everything on Twitter, Facebook, Instagram, Snapchat, etc.
Starting conversations with the fans and interacting with them help the teams and the sponsors to generate the buzz, in addition to offering great benefits for all the parties involved.

To be in the same place as the fans, to interact with them and to invite them to send pictures and comments are just some of the strategies which sports teams put in place to create an active community. And this is only the tip of the iceberg!
At the end of this post you will find a very interesting document with lots of hints, focusing on the social strategies implemented by large sports businesses.

Sport and socials

In the meantime, take a chance to read through the article published in the Telegraph by Andrew Cave and Alex Miller and have a careful look at the graph illustrating the incredible increase in social activities at the time of Wimbledon.

Social media and sports marketing: your fans one click away!, RTR Sports

The number of mentions in Twitter has remarkably increased since 2012. Social media is the next great frontier for sports sponsorships (click here for more information).

Below is some graphical information on sports and social media published by Mashable.

Social media and sports marketing: your fans one click away!, RTR Sports

For more information on the role of social media in sports marketing and how sports clubs are building their social strategy, consult the slides by Nikolaus Eberl on slideshare.

How about you? What is your opinion on social media in sports marketing? Have you found this post useful? Drop your opinion in the Comments pane below and for any curiosities do contact us using


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Riccardo Tafà
Riccardo Tafà
Riccardo was born in Giulianova, graduated in law at the University of Bologna and decided to do something else. After a stint at ISFORP (public relations training institute) in Milan, he moved to England. He began his career in London in PR, first at MSP Communication and then at Counsel Limited. Then, following his unhealthy passion for sport, he moved to Jean Paul Libert's SDC and started working in two and four-wheelers, this was in 1991/1992. A brief move to Monaco followed, where he worked alongside the owner of Pro COM, a sports marketing agency founded by Nelson Piquet. He returned to Italy and started working in the first person as RTR, first a consulting firm and then a sports marketing company. 
Back in 2001 RTR won the ESCA award for the best sports MKTG project in Italy in the year 2000. Among other things, RTR obtained the highest score among all categories and represented Italy in the ESCA European Contest. From that moment on, RTR will no longer participate in other national or international awards. Over the years he takes some satisfaction and swallows a lot of toads. But he is still here, writing in a disenchanted and simple manner, with the aim of giving practical (unsolicited) advice and food for thought.
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