'Facultad de Ciencias Economicas y Empresariales - USFX'
Abstract
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.2022-2