In this chapter, the importance, application examples and future potentials of quantitative and qualitative methods used in sports media content analysis are discussed. Content analysis in sport is considered as a critical tool for understanding how sport media is shaped, how it contributes to social norms and its effects on the audience. In the introduction, the history and development of content analysis in sport is summarized and it is emphasized how this field has gained an important place in media research. How quantitative and qualitative analysis methods are used in sports media is introduced and how these approaches contribute to a more in-depth analysis of sports content is explained. Under the title of quantitative content analysis methods, methods such as frequency and ratio analyses, statistical data collection and analysis techniques and the use of big data are detailed. It is discussed how these methods contribute to the quantitative examination of specific themes, events and elements in sports media. Qualitative content analysis methods include approaches such as thematic analysis, in-depth analysis and discourse analysis to understand the social and cultural contexts of narratives, themes and discourses in sports media. It is explained how these methods help to analyze the effects of sports content on the audience. In the mixed methods research section, the advantages and disadvantages of using quantitative and qualitative methods together are examined, and it is discussed how these methods contribute to developing a more comprehensive and in-depth understanding of sports content analysis. In the conclusion and future trends section, new methods and technologies developed in sports content analysis, especially innovations such as big data analysis, artificial intelligence and machine learning, are evaluated how they can be used in this field. Furthermore, the future potential of quantitative and qualitative analysis approaches and the importance of these methods in analyzing sports media are emphasized.