Conditions for Managing Social Communication by Sports Clubs

Abstract

Sport has long been a prominent element of social life, carrying educational, ethical, economic and health-related functions, and shaping lifestyles, fashion and cultural norms. Within this field, sports marketing relies on communication tools directed at key stakeholder groups – fans, sponsors, media and local authorities – in order to build the image of clubs and players, convey positive information and support high attendance as well as a favourable atmosphere during competitions. The present article reports an empirical study of communication structures in top-tier Polish football clubs, focusing on the role of press officers as central actors in club–stakeholder relations. Using a 38-item semi-structured online questionnaire, data were collected from press officers of all 15 Ekstraklasa clubs between August 2023 and February 2024, and analysed with descriptive statistics and logical reasoning. The study examined how organisational and technological arrangements within communication departments relate to the perceived effectiveness of contact with external audiences.
The results indicate that dedicated fan-service points, proactive dialogue on social media, and systematic cross-department coordination are jointly associated with a substantial share of the variance in self-reported quality of service, pointing to the need for continuous adaptation of strategies, methods, and communication techniques. The findings underline that enhancing and regularly updating the content and formats of messages addressed to stakeholders is a key route to improving service quality and strengthening the club’s image. Consequently, a thorough understanding of the principles of effective communication, as well as of the specific tools shaping its
course in contemporary media environments, emerges as a necessary condition for the professional functioning of football clubs at the highest level of competition.