The evolution of the sports industry in the digital era shows that sport is no longer merely a physical activity or competition, but has transformed into a complex communication space, one where sporting realities are shaped and disseminated through media, strategically managed by organizations, capitalized through marketing and branding practices, negotiated within interpersonal relations among coaches, athletes, and teams, and given meaning within broader cultural and societal contexts. This condition affirms that sport communication phenomena require an integrative and systematic framework of study, translated into five core domains, media, organizational, marketing, interpersonal, and socio-cultural, as the academic foundation for the development of the Sport Communication & Digital Content specialization.
