This chapter takes a comprehensive look at the profound impact of social media on the world of sport. Social media has revolutionised the production, distribution and consumption of sports content, reshaping the interactions between athletes, clubs, brands and fans. The chapter examines the impact of social media on sports content from several perspectives. First, it examines the role of social media in the production and distribution of sports content. Social media platforms have enabled athletes to produce their own content and interact directly with their followers, facilitating the spread of user-generated content and viral effects. This process has enabled sports content to reach a wider audience and contributed to the globalisation of sports culture. The chapter also discusses the impact of social media on sports audience behaviour. Live broadcasts and interactive content have made spectators' sports experiences more participatory and dynamic, while polls and feedback on social media platforms have shaped spectators' preferences. Social media has changed the content consumption habits of sports audiences, leading to an audience-driven structure of sports media. The impact of social media on sports culture and identity is also an important part of the chapter. Fan groups and social media communities have strengthened the social identity of sport, while sports clubs have established a more intimate and effective communication with their fans through social media strategies. This process has contributed to the transformation of sport into a global cultural movement. The role of social media in sports sponsorships is also an important issue addressed in this section. Social media campaigns have been used as an effective tool to increase brand awareness, while sponsored content has helped sports to receive financial support and support the careers of athletes. Finally, ethical and legal aspects of sports content on social media were analysed. Issues such as copyright violations, privacy issues and image rights are among the challenges posed by social media in the world of sport and strategic approaches are needed to deal with these issues. This chapter emphasises the societal and cultural importance of sport by assessing the long-term impact of social media on the world of sport and how social media and sport will evolve in the future. While social media will increase the global popularity of sport, it will also contribute to the evolution of sport culture and identity.