How do Fans Respond to Athlete Migration in Social Media? The Cases of Lionel Messi and Cristiano Ronaldo

Lydia Yun, Yong Jae Ko, Junho Kim, Dongkyu Hwang, Department of Sport Management, Faculty of Applied Health Sciences, Brock University, Department of Sport Management, College of Health and Human Performance, University of Florida

Communication & Sport

Published online on March 03, 2026

Abstract

Communication & Sport, Ahead of Print.
Due to the globalization of the major spectator sports, athletes have frequently moved across borders, seeking opportunities in diverse aspects. This long-term relocation is called athlete migration. However, athlete migration has been a significant ...