Modern Approaches to Working with Content and Audience in Sports Journalism

The strong influence of the digital revolution on sports broadcasting in the context of the development of streaming platforms, personalized content, the politicization of sports and the creation of personal media brand and medias within clubs and athletes is one of the main trends in modern sports journalism. All participants are more involved than ever in the process of viewing and creating content from the point of view of sociology, politics, journalism, commerce, PR and the sport itself. Now, athletes and sports clubs are becoming independent sources of media with personalized context and storytelling for their own fans, turning at the same time into a media brand. Making this very similar to the loyalty card system in shopping centers, clothing stores or other retail areas. Personalized marketing of sports brands, teams themselves or sports media, strives to increase loyalty among the audience and more deeply involve them in regularly viewing content. This study is aimed at identifying specific modern trends in sports journalism associated with the digital revolution and the processes that arise as a result of the implementation of these trends and processes in the lives of all industry participants from athletes, managers to journalists and the spectators themselves.