Tradition and innovation of sports journalism in the digital public sphere: analysis of the social networks of Marca and Relevo

Abstract

This research comparatively analyses the digital strategies of the Spanish sports media Marca and Relevo, with the aim of exploring how two editorial models —one traditional and the other digital native— adapt to the communicative dynamics of the digital environment. Using a quantitative methodology, we examined all the publications disseminated by both media on Instagram, TikTok, X and YouTube during fifteen days in February 2025 (N = 3273). Variables such as frequency of publication, formats used, duration of content, use of hashtags, sports coverage and level of interaction were analysed. The results show that Relevo, despite its short trajectory, presents a communication strategy that is more coherent with the demands of the digital environment: it adapts formats to each platform, diversifies its content thematically —giving greater visibility to women's sport and non-hegemonic disciplines— and generates higher rates of interaction per user. Marca, on the other hand, maintains an intensive production model based on static or long-duration content, with a thematic bias towards men's football and an inferior performance in terms of engagement. The conclusions point to the fact that success in the digital ecosystem does not depend on the volume of publications, but on the strategic adaptation to the medium, the connection with specific audiences and the capacity to generate significant participation. In this sense, the case of Relevo, although not financially sustainable —it closed in 2025 with losses of 17 million euros— is an innovative alternative in digital sports journalism.