IntroductionMany organizations have had to change the way they operate because social media has become such a powerhouse that it needs to be implemented into their marketing and communications strategies. Social media can be defined as websites and other online means of communication used by large groups of people to share information and develop social and professional contacts: many companies use social media to generate sales (Dictionary.com, np). For the sports industry, social media has allowed fans to have a closer relationship with the operations of the sports organization while allowing their organization to be strategic and more competent with a limited amount of capital. This has helped sport engage in the “relationship marketing” business (Grönroos 2004). This is primarily because social media allows the organizational platform to adopt long-term relationships with fans and continue to shape the idea of ​​community once a game ends or a season approaches. The connection between social media and relationship marketing cannot be ignored. This is because in the modern world we now find ourselves in, a sports organization can use social media to launch a well-coordinated campaign with the simple click of a button. Many years ago, however, having a successful relationship with marketing required enormous amounts of work, money and time. Because social media is still considered in its early stages, many sports organizations have not fully incorporated it into their marketing strategy to realize the full potential that these powerful tools can offer. Most sports organizations need a better understanding of the social media background which will potentially enable the implementation of strategies...... middle of paper .......latimes.com/la-me-fight ,0, 2541299.historyGrönroos, C. (2004). The relationship marketing process: communication, interaction, dialogue, value. Journal of Business & Industrial marketing, Vol 19, Issue: 2, 99-113. Radmanovich, M. (2012). A social media plan for the ultimate fight. UNLV Libraries, 16.SNEL, A. (2013, 8 12). UFC charts aggressive path to expand global empire. Retrieved 8 13, 2013, from Review Journal: http://www.reviewjournal.com/sports/mma-ufc/ufc-plots-aggressive-path-expand-global-empireUFC. (np). Sport. Retrieved 8 11, 2013, from UFC: http://www.ufc.com/discover/sportUFC. (np). UFC. Retrieved December 8, 2013, from UFC: http://www.ufc.com/discover/ufcVenetianmacao. (np). Stars Aligned for UFC®MACAO: FRANKLIN vs. THE. Retrieved December 8, 2013, from venetianmacao: http://www.venetianmacao.com/Press_Club/Stars_Aligned_for_UFC_Macao_Franklin_vs_Le/