The document discusses how social media is impacting sports. It notes that the most followed Twitter account in 2015 was owned by a soccer club. It examines how social media allows sports teams to connect with global fans, like Abdul, and potentially monetize this engagement through sponsorship deals, ticket sales, in-app purchases, and data sales. New trends are emerging around athletes connecting directly with fans via social media and using mobile apps and new technologies to enhance fans' in-stadium experiences.