Sep 282011

“It’s a Whole New Ballgame: How Social Media is Changing Sports” by Jimmy Sanderson, a 1995 graduate of Snowflake High School, has just been published.

The book outlines how social media applications such as Facebook and Twitter are dramatically changing the sports world. These changes have appeared in a very short period of time, creating a host of implications for sports media processes and sports organizations as they grapple with athletes’ use of these media channels.

“It’s a Whole New Ballgame” chronicles social media’s rapid rise to become a powerful “player” in the sports industry, and draws upon relevant examples involving athletes and sports organizations to demonstrate both the positive and problematic consequences that social media has created for athletes and sports organizations. In exploring how social media has affected sports media processes, organizational management and athlete-fan communication, this book will appeal to scholars, practitioners and fans alike. Social media is here to stay and this text offers strategic and collaborative ways that both athletes and sports organizations can use to harness the power of social media.

Sanderson is married to Kirsten Eich Sanderson of Snowflake and they have two children, 10-year-old Walker and 7-year-old Connor.

He teaches at Arizona State University West, where he received his master’s degree. He is about to complete his doctorate in media communications.

His book is available online at