Sports Organizations in a New Wave of Mediatization

<jats:p> This article explores the transforming effects of digital media in sports organizations. The approach to this is an analytical focus on a wide range of sports, which are examined from an institutional and organizational approach to mediatization theory. On the basis of an empirical study of governing sports organizations (national sports federations), it is demonstrated that digital media are a major concern across organizations and that a new wave of mediatization is taking place in sports. Still, many organizations struggle with this and currently find themselves in a state of flux, trying to involve employees, volunteers, and external partners with communication competencies in their activities in various ways, on many levels, and for many varying purposes. Consequently, one of the significant effects of digital media is a dispersion of communication involving more people and concurrent increase in internal complexity in many organizations. Mediatization is therefore a process that is very much in operation at many levels and at various speeds, but it also takes organizations in diverse directions. Using Thornton and Ocasio’s interinstitutional approach and concept of institutional logics, it is argued and demonstrated that this is because these sports organizations have other relevant and powerful institutional partners or organizations that need to be considered in the process as well. </jats:p>