Abstract
This contribution is focused on the current problematic of social networking sites usage in sport marketing. It mostly elaborates on new trends and tools within the chosen networking sites that Czech sport subjects work with, these are Facebook, Instagram, Twitter, Snapchat, and LinkedIn.
The aim of this study is an analysis of current marketing trends on social sites and their usage in sport, including recommendations for various types of subjects in the area of sport (sports people, sport clubs, sport unions, and companies in the area of sport) based on the processed results. The foundation for such an analysis and resulting recommendations is a qualitative research carried out by monitoring and observing, then a quantitative research in the form of a questionnaire with 318 social networking site user respondents.