IntroductionMany organizations have had to change the way they operate because social media has become such a powerful engine that it must 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 businesses 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 sports organizations while allowing their organization to be strategic and more competent with a limited amount of capital. This helped sport get involved in the business of “relationship marketing” (Grönroos 2004). This is mainly because social media allows the organization's platform to embrace long-term relationships with fans and continue to shape the idea of ​​community after the game is over or the season is over. . The connection between social media and relationship marketing cannot be ignored. Indeed, in the modern world we live in, a sports organization can use social media to launch a well-coordinated campaign with just one click. Whereas many years ago, to succeed in relationship marketing, it took a lot of work, money and time. With social media still considered to be in its infancy, many sports organizations have not fully integrated it into their marketing strategy in order to maximize the potential that these powerful tools can offer. Most sports organizations need a better understanding of the social media context, which will potentially enable 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). The UFC is charting an aggressive path to expand its global empire. Retrieved August 13, 2013 from Review Journal: http://www.reviewjournal.com/sports/mma-ufc/ufc-plots-aggressive-path-expand-global-empireUFC. (n.p.). Sports. Retrieved August 11, 2013 from UFC: http://www.ufc.com/discover/sportUFC. (n.p.). UFC. Retrieved December 8, 2013 from UFC: http://www.ufc.com/discover/ufcVenetianmacao. (n.p.). Stars aligned for UFC®MACAO: FRANKLIN vs. LE. Retrieved December 8, 2013 from venetianmacao: http://www.venetianmacao.com/Press_Club/Stars_Aligned_for_UFC_Macao_Franklin_vs_Le/