FAN EXPERIENCE MANAGEMENT IN THE ONLINE ENVIRONMENT

In recent decades, the Internet has become an essential component of modern life, transforming the way we communicate, learn, and go about our daily activities. In a dynamic and ever-changing world, access to online information and services has given us unlimited opportunities to improve our quality of life. The Internet is no longer just a tool for finding information; it represents a complex and varied platform for entertainment, relaxation, and education. In the past, the public image of athletes was largely controlled by traditional media. Today, thanks to social platforms, athletes can communicate directly with their fans, showcase moments of triumph, and address controversies and rumours, all on their terms. This freedom allows them to cultivate a personal brand and establish themselves as models and influencers. The online environment has greatly expanded the fan base of athletes. Instead of being limited to local fans or attendees of specific events, athletes can now interact with fans from all over the world. A notable example is Cristiano Ronaldo, who has over 612 million followers on Instagram. With each sponsored post, Ronaldo earns around $2.3 million, demonstrating the economic power of such a large online presence. In the paper "Fan experience management in the online environment" we discuss how technology and the Internet have changed sports and the way of interacting with sports fans, then we present what digital presence of fans means, and we conclude with a small study in which we present people's opinion regarding the online environment and how it has revolutionized sports.