Sports Communication in 2020…
März 30, 2019 — 10:00

… Patterns, Trends, and Crystal-Ball Gazing

Talk at 12th IACS summit on communication and sports in Boise/Idaho (USA) together with my colleague Thomas Horky on March, 30th 2019.

The usage of 360°-content…
Mai 15, 2018 — 14:00

within social media communication in soccer sports

Talk at the 18th Annual International Conference on Sports: Economic, Management, Marketing & Social Aspects at Athens, Greece on May 15th 2018


360 degree photo and video represents a substantial innovation in visual communication in sports (Hebbel-Seeger, 2017). Within the digital transformation the technological development in the field of audiovisual media first of all to improve the image quality and usability as well as the expansion of possible application areas, conditioned by compact and waterproof devices (like „action cams“) (Petrović et al., 2015). In addition, decreasing acquisition costs lead to a wider use. The depiction of a complex happening in all directions as a 360 degree photo or video, however, offers completely new communicative possibilities with a high immersive potential (Ting, 2015).

We investigated whether and how 360 degree photo and video is currently used in social media communication in soccer. For this purpose, we analyzed the social media activities of three top clubs each in the English “Premiere League”, the German “Erste Bundesliga” and the Spanish “Primera División” over the period of the last 3 weeks of the season 2016/2017 by means of a content analysis. As a reference, we have also looked on the US “Major League Soccer”. In a next step, we have conducted interviews with communication experts in the field of sports regarding the potential and future prospects of 360 photo and video in sports communication. It shows that the communicative potential is seen and high expectations are placed on the technology. At the same time, however, it is above all a lack of human resources and a lack of experience in the conception and use of 360-degree photo and video content that currently stand in the way of a common use.

Within this contribution the technology will be outlined, actual current uses in the context of social media communication in soccer highlighted and expectations and future mission ideas outlined.


Hebbel-Seeger, A. (2017). 360 Degrees Video and VR for Training and Marketing within Sports. Athens Journal of Sports 4, 4, 243-261

Ting, L. (2015). Application of Virtual Reality Technology to Sports. In E.E. Elatar & S.-B. Tsai (Ed.), Proceedings of the 2015 AASRI International Conference on Circuits and Systems (p. 311-313). Paris, Amsterdam & Hong Kong: Atlantis.

Petrović, L.T., Milovanović, D. & Desbordes, M. (2015). Emerging technologies and sports events: Innovative information and communication solutions. Sport, Business and Management: An International Journal, 5, 2, 175-190.


Social Media Week 2018
April 5, 2018 — 9:49

Im Rahmen der Social Media Week 2018 in Hamburg habe ich drei Session organisiert, die sich den Themen „eSport“, „Storytelling am Beispiel der SailingConductors“ ( sowie der Nutzung von „innovativen Medienformaten im Sport“ gewidment haben.

Während ich mich bei den ersten beiden Session über die interessanten Einblicke und musikalisch untermalten Auftritte der Referentinnen und Referenten gefreut habe, bin in in der Session zu den innovativen Medienformaten aufgrund des krankheitsbedingten Ausfalls eines Referenten kurzfristig selbst aktiv geworden…

Session „eSport: Organisation, Inszenierung und Markenmanagement“ (24.02.2018; 12:00 – 13:00 Uhr)


Session „Innovative Medienformate im Sport“ (24.02.2018; 15:00 – 16:00 Uhr)


Session „SailingConductors – Mit Social Media und Musik um die Welt“ (01.03.2018; 12:00 – 13:00 Uhr)

360-Grad-Video in der Social Media Kommunikation im Sport
Juli 7, 2017 — 12:30

Vortrag gemeinsam mit meinem Kollegen Thomas Horky auf dem „Social Media and Sports Day“ am 07. Juli 2017 in Tübingen.


Varsity sports and event communication…
November 12, 2015 — 11:30

Talk at ENAS conference 2015, Nov. 12th, Berlin

Abstract: In the context of digitization, media production and media distribution become trivialized with far-ranging consequences. What only a short few years ago would have qualified as cinematic material with underwater or aerial shots could nowadays easily and with comparably far less effort be produced by an individual on their tablet and published online making it available to an unlimited audience. New video formats, such as 360° video, allow for interaction with the content on the user’s side. Affordable devices help to optimize the experience while mainstream platforms like YouTube support the distribution already.

While these possibilities grow and grow, so also do the demands for variety and quality of content. The users of the academic intramurals do not only seek out the best professional sports activities and opportunities anymore, but also they expect that the same academic sports institution become the best provider of communication of their own sport events. This information is expected in real time live coverage with either video stream or instant result update (live-ticker).

By now an image database for a particular event has become standard. Equally, a social media profile became the landing page for communication surrounding sport events and a forum for media related to them. Users would like to be served the technical and aesthetic high-class content on their favorite channels and exploit this media via likes and shares for self-portrayal and self-expression. In the digital world of social network, communicating the engaging in intramurals became an assembly element of the personal reputation management within your own community, whose boarders vanished between on- and offline mode a long ago.

It is not enough to draft and arrange sports activities on an academic level. Just as important as the quality of the activity being offered is the communication of it for both the end goal of satisfying the target audience and attracting sponsor agreements. Athletes and business partners alike assess the quality of the core sports activity itself by the quality of its media communication. It is therefore imperative to make use of established forms as well as to experiment with new formats and innovative, interactive media in order to boost the institution. This raises the intramurals to an outstanding challenge in terms of media reality, which will be outlined in the discourse and later on subsequently, concretized with the help of practical examples.