Social Media in Sports: Driving Fan Engagement

3 credits

This course explores the rapidly evolving role of social media as a primary driver of fan engagement, brand growth, and community building in the sports industry. As digital platforms reshape how teams, leagues, and athletes connect with audiences, professionals must learn to craft authentic, emotionally resonant, and data-driven strategies that turn fans into active participants. Students will examine how social storytelling, influencer collaboration, and multimedia innovation intersect to create dynamic sports ecosystems. Through applied projects, case studies, and live campaign analysis, students will learn to design, manage, and measure social media strategies that align with organizational goals and fan expectations in todays attention economy.