New Media Strategies of Sports Brands via Social Media: A Literature Review
DOI:
https://doi.org/10.61173/wfxp2716Keywords:
sports brand, social media marketing, new media strategy, literature reviewAbstract
Against the backdrop of the digital era and the development of new quality productive forces, the marketing models of sports brands are undergoing a profound transformation. Based on a systematic review of relevant literature at home and abroad, this paper conducts a research summary on new media strategies implemented by sports brands via social media. Firstly, it analyzes the theoretical evolution of marketing paradigms from the traditional "media-centric" model to "interactive construction" in the social media era, and discusses four major driving forces: technological progress, changes in consumer demand, market competition, and globalization. Secondly, it constructs a five-dimensional core strategy system, including content strategy, KOL and community strategy, datadriven precision marketing integrated with e-commerce, cross-cultural communication strategy, and brand image and crisis public relations strategy. Research shows that successful social media marketing is essentially a process in which brands transform users into brand identifiers and co-builders through value communication, emotional interaction, and cultural empowerment. Finally, this paper summarizes the effect evaluation dimensions and practical challenges of existing strategies, and puts forward future research prospects from four directions: technological empowerment, sustainable development, brand equity accumulation, and segmented market expansion, so as to provide references for theoretical innovation and practical development in this field.
References
[1] Gu, R. Research on Sports Marketing Innovation Under the Background of New Quality Productive Forces[J]. Journal of Harbin University, 2024, 45(9): 51-54.
[2] Ma, N. Research on Online Community Operation of Sports Goods Company A from the Perspective of Value Co-creation[J]. Modern Business, 2024(6): 23-25.
[3] Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), 166-181.
[4] Popp, B., &Woratschek, H. (2016). Introducing branded communities in sport for building strong brand relations in social media. Sport Management Review, 19(2), 183-197.
[5] Zhang, L. Q., & Wang, Z. H. The Influence of Key Opinion Leaders’ Characteristics on Female Consumers’ Purchase Intention of Sports Goods——A Chain Mediation Model Based on Social Influence Theory[J]. Journal of Physical Education, 2025, 32(4): 67-74.
[6] Xu, Z. D., & Zheng, L. M. Cross-cultural Communication Analysis of International Marketing Strategies of Chinese Sports Organizations——A Frame Analysis Based on Media Reports[J]. College of Physical Education, Northwest Normal University, 2024.
[7] Yoshida, M., Gordon, B. S., Nakazawa, M., Shibuya, S., & Fujiwara, N. (2018). Bridging the gap between social media and behavioral brand loyalty. Electronic Commerce Research and Applications, 28, 208-218.
[8] He, Y. M. Research on the Application of Network Multimedia in Sports Marketing[J]. College of Physical Education, Jingdezhen University, 2025.
[9] Wang, J. Exploration on the Digital Marketing Model of Sports Brands Based on E-commerce[J]. Liaoning University of Finance and Trade, 2025.
[10] Li, H., Huang, X., & Li, H. R. Sports Event Brand Management: Research on Shaping and Communication Strategies[J]. The Open University of China, Baise University, CLEA University, 2025.
[11] Rong, G. Research on Post-90s Consumer Behavior Based on Douyin Platform[J]. Modern Advertising, 2021(8): 45-48.
[12] Han, J. H. Research on Innovation and Application of Marketing Strategies in Sports Commodities[J]. Liaoning University of Finance and Trade, 2025.
[13] Li, G. L. Research on the Integrated Development of E-commerce and Sports Economy[J]. Commercial Economic Research, 2025(2): 89-92.
[14] Breuer, C., Boronczyk, F., & Rumpf, C. (2021). Message personalization and real-time adaptation as next innovations in sport sponsorship management? How run-of-play and team affiliation affect viewer response. Journal of Business Research, 133, 309-316.
[15] Xie, D. Research on Consumer Experience of Decathlon in Chengdu[J]. Market Modernization, 2024(7): 45-47.
[16] Wang, Y. C. Research on the Application of Chinese Style Elements in Sports Brand Marketing[J]. Art Education Research, 2023(5): 78-80.
[17] Xiang, S. J., Kong, L. Y., Liang, J. H., et al. Research on the Influence of Fan Economy on Sports Consumption Behavior in the Social Network Era[C]//China Sport Science Society. Abstract Collection of the 13th National Sports Science Congress——Special Report (Sports Industry Branch). Capital University of Physical Education and Sports, 2023:3.
[18] Zhou, X. H., & Lu, W. S. Research on Brand Image Building of Small and Medium-sized Non-public Sports Enterprises[J]. Enterprise Reform and Management, 2024(3): 67-69.
[19] Guo, H. Y. Research on the Image Promotion Strategy of Domestic Brands in the New Media Environment——Taking ERKE as an Example[J]. Modern Marketing, 2025(1): 45-47.
[20] Su, Y., Guo, X., Wegner, C., & Baker, T. (2023). The New Wave of Influencers: Examining College Athlete Identities and the Role of Homophily and Parasocial Relationships in Leveraging Name, Image, and Likeness. Journal of Sport Management, 37(5), 371-388.
[21] Liu, S. T. Research on Cross-cultural Communication of Li- Ning’s Overseas Social Media Advertisements[J]. International Brand Observation, 2022(6): 34-37.
[22] Gong, J. J. Research on Cross-cultural Communication of Sports Brand Advertisements[J]. News Front, 2018(6): 123-124.
[23] Bertschy, M., Mühlbacher, H., & Desbordes, M. (2020). Esports extension of a football brand: Stakeholder co-creation in action? European Sport Management Quarterly, 20(1), 47-68.
[24] Zhu, T. Research on the Application of Short Videos in Sports Marketing[J]. New Media Research, 2022, 8(4): 67-70.
[25] Geurin, A. N., & Burch, L. M. (2017). User-generated branding via social media: An examination of six running brands. Sport Management Review, 20(3), 273-284.
[26] Wu, N. Research on Marketing Strategies of Local Sports Brands Under the Upsurge of Online Nationalism——Taking Li-Ning as an Example[J]. Journal of News Research, 2022, 13(7): 89-91.
[27] Ko, Y. J., Asada, A., Jang, W., Kim, D., & Chang, Y. (2022). Do humanized team mascots attract new fans? Application and Dean&Francis Encheng Zhang extension of the anthropomorphism theory. Sport Management Review, 25(5), 820-846.
[28] Stegmann, P., Stroebel, T., &Woratschek, H. (2024). Categorizing engagement behavior in sport brand communities - an empirical study informed by social practice theory. Sport Management Review, 27(4), 544-571.
[29] Li, F. P. Research on Social Media Marketing Strategies of Sports Brands[J]. Modern Marketing, 2023(3): 89-91.
[30] Qin, H., et al. Research on Social Media Marketing Strategies of Sports Brands[J]. Sport Science, 2014, 34(3): 45- 52.
[31] Fu, B. L. Research on Brand Image Building of Foreign Sports Stars in the Chinese Market[J]. Sports & Science, 2018, 39(5): 78-82.
[32] Su, Y., Baker, B. J., Doyle, J. P., & Kunkel, T. (2020). The Rise of an Athlete Brand: Factors Influencing the Social Media Following of Athletes. Sport Marketing Quarterly, 29(1), 33-46.
[33] Yao, Y. Research on Brand Cultivation of Sports Dance Clubs in Wuhan[J]. Sports Technology, 2025, 46(1): 78-81.
[34] Xian, X. Y. Research on the Relationship Between Sports Brand Marketing Strategy and Consumer Participation Behavior[J]. Statistics & Decision, 2024(9): 56-59.
[35] Chen, D. N. Research on Social Media Marketing Strategy of Company A’s Sports Shoes Products[J]. Textile Reports, 2023, 42(4): 45-48.
[36] Cocco, A. R., Kunkel, T., & Baker, B. J. (2023). The Influence of Personal Branding and Institutional Factors on the Name, Image, and Likeness Value of Collegiate Athletes' Social Media Posts. Journal of Sport Management, 37(5), 359-370.
[37] Xu, Y. F. Research on Li-Ning Brand from the Perspective of Integrated Marketing Communication[J]. Marketing Circle, 2024(5): 34-36.
[38] Qin, Z. Research on Marketing Strategy Optimization of Li- Ning Company[J]. Enterprise Management, 2024(8): 78-81.
[39] Zauner, A., Koller, M., & Fink, M. (2012). Sponsoring, brand value and social media. RAE-Revista de Administração de Empresas, 52(6), 681-691.
[40] Li, J., & Wang, Z. Z. Research on Crisis Public Relations of Sports Brands in the New Media Context——Taking the "Nike Air Cushion Gate" Incident on March 15th as an Example[J]. Journalism Review, 2017(4): 67-71.
[41] Xie, C. L. Research on the Influence of Negative Public Opinion on Purchase Intention of Sports Brands[J]. Consumer Economics, 2023, 39(2): 67-71.
[42] O’Neill, F., Thompson, A.-J., Dickson, G., &Ströbel, T. (2025). Discursive delegitimisation of athlete activism: a study of the Australian football team. Sport Management Review, 28(4), 823-850.
[43] Qi, C. Research on the Development of Independent Domestic Sports Events in Shanghai in the Integrated Media Era[J]. Sports Research, 2022, 43(3): 56-60.
[44] Wakefield, L., Wakefield, K., & Keller, K. L. (2020). Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects. Journal of Advertising, 49(3), 320-343.
[45] Yao, S. B. Research on the Influence of Electronic Wordof-Mouth on Consumers’ Purchase Intention of Sports Goods[J]. Journal of Shenyang Sport University, 2022, 41(2): 110-119.
[46] Pan, H. F. Development Strategies of Sports Marketing in the New Media Era[J]. Journalist Cradle, 2024(4): 54-56.[47] Clark, J. M., Cornwell, T. B., & Pruitt, S. W. (2009). The impact of title event sponsorship announcements on shareholder wealth. Marketing Letters, 20(2), 169-182.
[48] Hayes, M., Filo, K., Geurin, A., & Riot, C. (2020). An exploration of the distractions inherent to social media use among athletes. Sport Management Review, 23(5), 852-868.
[49] Meenaghan, T., McLoughlin, D., & McCormack, A. (2013). New Challenges in Sponsorship Evaluation Actors, New Media, and the Context of Praxis. Psychology & Marketing, 30(5), 444- 460.
[50] Rynarzewska, A. I. (2018). Virtual reality: a new channel in sport consumption. Journal of Research in Interactive Marketing, 12(4), 472-488.
[51] Powell, A., Westberg, K., Stavros, C., & Newton, F. (2025). Beyond the game: alcohol brand experiences in sport and the potential for harm. Journal of Marketing Management.
[52] Chadwick, S., Burton, N., Widdop, P., & Bond, A. J. (2023). Networks, strategy and sport: the case of City Football Group. Journal of Strategy and Management.
[53] Brice, J., Thorpe, H., & McNamara, H. (2025). Sportswomen, social media, and gendered affective labor: an analysis of two teams at the 2023 FIFA Women’s World Cup. Sport Management Review, 28(5), 986-1008.
[54] Geurin-Eagleman, A. N., & Burch, L. M. (2016). Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram. Sport Management Review, 19(2), 133-145.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 by the authors.
This work is licensed under a Creative Commons Attribution 4.0 International License.
