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The explosion of the digital age has affected the sports market in many ways including the consumption, delivery and communication of information. The fundamental aim of this research is to uncover the communication challenges in the digital age and its interaction with the 15-30 year old cohort in the sports market. In particular, the researcher will concentrate on the effects that new media platforms have on fans, athletes and communication professionals working for sports organisations and companies. Throughout the research focus chapters, the researcher will establish solutions to overcome these challenges while concentrating on the power of social networking and new media technologies.