Social media is becoming increasingly central in today's marketing world. Especially in the field of sports marketing, social media platforms stand out as an effective communication and interaction tool for brands and sports organizations. Thanks to its large user base, social media provides a significant advantage in reaching target audiences. In addition, the fact that it offers two-way communication makes it possible for consumers to become active participants rather than passive buyers. This is considered a critical factor in strengthening brand loyalty and fan loyalty for sports brands. In addition, social media increases the cost-effectiveness of marketing activities and makes it possible for small and medium-sized sports organizations to reach wider audiences with limited budgets.

With the rapid developments in technology, the innovative tools and features offered by social media platforms make sports marketing applications more personalized and goal-oriented. In this context, it is of great importance for stakeholders operating in the sports sector to use social media effectively and to constantly update their strategies in order to gain competitive advantage.