- Sivrić, Hrvoje, College of Slavonski Brod
- Blažević, Ivona, College of Slavonski Brod
- Katolik Kovačević, Andrea, College of Slavonski Brod
- Garić, Bruno, College of Slavonski Brod
Contemporary sport and in particular football has become a wide range of today’s social life, which is embedded in all the vital elements of the social structure, especially economic elements. Therefore arose a great need for scientific research of “this phenomenon” as it can be found in the literature. Sport – economy – society has a diverse and changing mutual relations in accordance with the present time. In order to increase the sports market, it is necessary for sport teams to be present in the communication with their consumers on social networks. The primary objective of this paper is to analyze the connection between sport result as a sport product to the final sport consumer on the example of football clubs and their fans. This connection is sought through social networks. The paper also aims to show that sport result is not the only criterion of proximity to the sports consumer, and that the result itself does not provide the largest number of consumers, for example the ‘fives” in football at least when it comes to social networks. Through regression analysis it is shown that consumers via social networks are not fully connected with the result that clubs realize, at least when it is viewed by selected characteristics used in this paper in a single time point. Definitely for searching more reliable connection of results with sport consumers through social networks, must be used an extended period of time and several indicators which can be the subject of some future research. It should be noted that economic elements are increasingly affecting the sport itself but also the sport result, especially the top one.