Introduction
The explosion of social media platforms has generated incredible and extremely lucrative new ways of increasing engagement in football - arguably eroding the influence of the traditional media in this respect. Indeed, in an open letter published in the Player’s Tribune, shortly prior to the start of the UEFA Euro 2020 (held in 2021), Gareth Southgate, the manager of the England senior men’s team, commented that, due to social media, “this generation of England players is closer to the supporters than they have been for decades.”[1] In addition, and aside from any marketing opportunities for clubs and players, social media has paved the way for positive...
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