El uso de los medios sociales en la comunicación de los eventos deportivos de pequeña y mediana escala

Resumen

Information and communication technologies (ICTs) have completely changed the way of communication, for both organizations and consumers. This should not be ignored in the sports tourism sector, where ICTs play a key role in marketing. This has become even more obvious in times of COVID-19 and in the post COVID-19 era. The pandemic has sped up the digitalization process in all areas, and especially in the sports and tourism sector. In particular, small- and medium scale sports events, which present reduced financial resources, can benefit from the advantages of social media communication. The aim of this chapter is to initiate a reflection on changes and innovations in the communication and marketing management of small and medium sized sports events. Therefore, based on the knowledge of existing literature, we will analyse the changes and new trends in the sector and present strategies for efficient sports communication. We conclude that the use of social media within the small and medium scale sports event sector can be key to a broader communication reach, at reduced costs, as well as to remain competitive.