Over the years the football industry has revolutionized into a modernized game through social media platforms (Wang, Cheng, and Sun 2021: 102). Social media platforms such as Facebook and X (formerly known as Twitter) have been used globally among soccer stars, fans, and football clubs to engage in communication (Weimar, Holthoff, and Biscacia 2020: 335). It is evident that communication plays an integral role in the sporting industry. Nairaine (2019: 223), adds that football clubs are now exposed to advanced technology opportunities resulting from the development of social media platforms such as Facebook, X, Instagram, YouTube, etc. This paper aimed to establish how social media is used as a communication tool within the KwaZulu-Natal football industry. Three selected football teams where investigated in terms of how they used social media platforms to build and maintain relationships with their stakeholders. A qualitative research approach was adopted for this study. The findings indicated that social media has become an integral part everyday life. Social media platforms such as Facebook, X, and Instagram have transformed communication practices globally, thereby making it easier for the sports teams to engage with their stakeholders. This study further highlights that football clubs also adopted social media as a communication tool to engage with and to disseminate information to their fans and stakeholders. Despite possible barriers may exist when using social media platforms, research has shown that it serves as a powerful tool when addressing social issues and fostering communication with stakeholders. The study suggests that soccer clubs should be constant with their social media posts and ensure that a social media strategy is developed and managed by the respective soccer clubs.

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