The impact of social media on the marketing and promotion of sports industry products

The use of the internet and social media has facilitated the marketing process in the sports industry. The purpose of this article is to review the impact of active presence of social media on outbound marketing and promotion of products and services in the sports industry. The research method of this article was conducted in a review format. Data collection tools included using studies (searching documents and articles). Articles in both Persian and Latin languages from the years 2014 to 2024 were searched and collected through databases such as Scopus, Sid, Jcr, Google Scholar, and Science Direct. Keywords used for article extraction were "media," "sports marketing," and "sport and media." 52 articles were obtained from the keyword search, and after considering entry and exit criteria, 13 articles were selected. The findings of this research indicate that social media provide many opportunities for marketing to both new and existing customers. They allow companies to interact with customers, identify their needs, advertise products more efficiently, leading to branding, social power building, information sharing, wordof-mouth marketing, and leveraging collective intelligence. Additionally, the results show that media have a significant and positive impact in the field of sports marketing, stimulating planners and marketers in the sports industry to engage in media activities for sports marketing.