The Use of Social Media in the Coverage of Sports Events: The Case of the Olympic Games

The Olympic Games, once simply the most important global event covered by traditional media, have now evolved into a premier transmedia phenomenon. Their modern “incarnation” unfolds dynamically and multidimensionally across the internet, mobile devices, and social media platforms, significantly amplifying their global reach. The way in which the Games are broadcast and experienced by a worldwide audience has been fundamentally changed. Thus, the need to analyze this new digital reality is truly imperative. The present study aims at examining the transformative role of social media in the coverage of the Olympic Games. Through a comparative and chronological analysis of the editions from Beijing 2008 to Paris 2024, the research highlights how social media evolved from a supplementary tool into a central pillar of Olympic communication, radically reshaping the global Olympic experience. The study illustrates the shift from the traditional, unidirectional model of media transmission to an interactive and polyphonic environment, which fosters direct communication between athletes and fans and promotes active audience engagement. It explores the key opportunities arising from this evolution, such as increased global reach and the democratization of the Olympic narrative. At the same time, it addresses the critical challenges that accompany this digital dominance – most notably, the rapid spread of misinformation, the exposure of athletes to online harassment, the complexities of protecting commercial rights, and the mounting pressures on contemporary sports journalism. In conclusion, the research underscores the need for the Olympic Movement to navigate this new landscape strategically – leveraging the immense potential of social media regarding the dissemination of the Olympic values, while simultaneously confronting the emerging threats to the integrity and sustainability of the institution