Understanding organisation public relations through Twitter communication for the European super league

Research question Twitter (X) is often praised as a means for mutual beneficial relationships and dialogue to be built between a sport organisation and its fans, thus encouraging the implementation of Organisational Public Relations (OPR). We examine this proposition by focusing on the use of Twitter by football clubs and their fans to explore the role and nature of OPR and how this evolves when key business decisions are communicated via social media and when fans actively react to such strategic communication.