Sport and Social Media: Spain's "Primera Division" football league case

This study examined the role that modern technology and social media play in sports. We focus on the Spanish top league Liga de Futbol Profesional. The study found that the basic structure of sports communication stayed intact until recent years, but new technologies are causing deep changes. The last ten years can be viewed in sharp contrast to the preceding 75 years, as sports communication has been rapidly changing and will continue to do so due to technical innovations and the resulting inter-connectedness of today's society.