Under the perspectives of diversity, staging, and professionalization, researchers and practitioners analyze current potentials and challenges in the field of digital sports communication. The authors take a look at various sports, user groups, and contexts. Following an introduction to the role of social media in sports, further contributions focus on the diversity of PR usage in basketball and Austrian professional football. The book emphasizes the perspective of staging and highlights the performative possibilities for, among others, celebrities, Olympians, and journalists. With 360-degree videos, an innovation in social media communication that has largely been overlooked in academia is addressed. In the third part, the reader gains deeper insights into the public relations influenced by social media from P.