Date of Award

Spring 5-2-2021

Document Type

Thesis

Degree Name

Bachelor of Science (BS)

Department

Recreation and Sport Management

College

College of Science

First Advisor

Dr. Fei Gao

Abstract/Description

Communication is a lot different today than it was 20 years ago. People today spend hours on their social media where they receive the majority of the information about the world. Thus, social media is one of the most influential platforms in the professional sports industry to market sports and engage with fans. The purpose of this study was to gain an in-depth understanding of the common and different social media strategies adopted by professional soccer teams in the UK soccer leagues, and United States soccer league to market their products to consumers all over the world. YouTube, Facebook, Instagram, Twitter, and some other social media channels provide a powerful platform to help sports entities achieve their marketing goal. The results of this study suggested that both the Major League Soccer (MLS) teams and Premier League teams could learn from each other to better market their products by using social media. The Premier League teams are more effective on social media with the strategies that they apply to market that involves inclusive behind the scene content that is not provided by the media.

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