Social Media in Global Sport: the new book of emilio fernández peña & andrew billings on digital sports revolution
The Director of IRE-UAB and Professor of Communication at the Autonomous University of Barcelona publishes a landmark work dissecting the digital strategies of giants like the NBA, FIFA, and stars like Messi, featuring extensive participation from the institute's research team.
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A collaborative work that places IRE-UAB at the heart of the international debate on communication, social media, and the sports business.
The book Social Media in Global Sport: Strategies and Practice, edited by Emilio Fernández Peña alongside Andrew C. Billings, provides a profound insight into how social media has transformed the sports business and communication landscape worldwide. Through an analysis combining data and theory, the book explores fan community management, the impact of algorithms, and the new narratives directly connecting elite athletes with their global audiences.
This project stands out due to the collaboration of numerous IRE-UAB researchers and PhD students, including Oriol Figuera, Adolfo Nieto, and Iliana Ferrer, among others. This internal synergy reinforces the Institute's role as a leading center for producing academic knowledge with practical industry applications, showcasing the talent developed at the Universitat Autònoma de Barcelona in the field of sports communication.
The volume not only examines success stories like the Lakers or the IOC but also addresses the ethical and methodological challenges professionals face today. With this release, the importance of understanding digital platforms is highlighted, viewing them not just as marketing tools, but as the new arena where contemporary sports identity and its technological future are built.