The technological progress that has developed since the middle of the 20th century has also strikingly affected the perception of communication, media and marketing. Especially the increase in internet usage and speed has changed the perceptions and desires of individuals, distanced them from socialization and directed them to a virtual world. However, it has also changed the perception of marketing for businesses, forcing businesses to seek new strategies. While today's people spend most of their time in the virtual world provided by the internet, they have started to meet most of their needs from here. This change in meeting the needs has caused businesses to use social media in their marketing strategies. As in every development, it is an undeniable fact that there are some benefits and harms in the use of social media for individuals. In parallel with this development in the understanding of marketing, sports marketing has also entered the process of adapting to this new tool. Especially ticket and product sales, sponsorship activities, public relations activities and broadcast tenders were affected by these developments. With the use of social media in sports marketing, athlete-team and fan interaction has increased and become widespread. With the developments in the mass media, especially with the increase in the use of social media, an interactive communication has started to take place in the triangle of athletes-team-fans, however, the sense of belonging of the fans has increased. For today's people, the use of social media is an indispensable element of daily routine. Trying to reach people through traditional marketing strategies in this routine may cause some problems in marketing strategies. With the marketing activities carried out with social media, today's people can be easily reached and their wishes, needs and demands can be answered in a short time. For this reason, the use of social media in today's marketing strategies is an undeniable fact.