The Role of the Chief Communications Officer (CCO): Navigating Strategic Communication in the Sports Industry

Historically, the conduit for communication between a sports team and its fans was the sports journalist and a narrow cast of three or four networks for news and information. Traditional media outlets such as newspapers, television, and radio dominated the pre-digital landscape with sports journalists serving as ‘gatekeepers’ – shaping public perception, delivering breaking news, and providing in-depth analysis. The last few decades, however, have significantly changed this dynamic with social media, streaming services, and team-owned digital content channels enabling sports organizations to engage directly with their consumers. The modern chief communications officer (CCO) is an attempt by club ownership to better control their narrative and in doing so safeguard its public reputation and perception.