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Purpose The purpose of this paper is to explore online discussions about the 2014 World Cup on the Chinese social media platform Sina Weibo. Because China did not qualify for the World Cup, the study focusses on the role of online discussions surrounding a worldwide international event from an outsider perspective. Doing so will uncover not only the depth of dialogue surrounding issues of nation and sport, but ? perhaps more importantly ? also aid in uncovering the utility of online platforms in creating online communities even among presumed outsiders. Design/methodology/approach A content analysis of the discussions on Sina Weibo is used to identify differences between fanship comments and non-fanship comments in terms of the focus of the content and the degree of valence. Findings Overall, fans were more likely than non-fans to use positive valence in their comments to enhance the value of the World Cup. Moreover, fans were also more likely to discuss topics closely related to the event itself, such as teams, athletes, and factual information/news about the World Cup, establishing identification with in-group participants. Moreover, the findings also imply important insight regarding electronic commerce opportunities. Originality/value This paper is among the first to investigate the online discussions about World Cup in China. Theoretically, this paper provides a comprehensive framework to examine the online discussions of mega-sporting events in China based on theories of social identity theory and nationalism. Practically, it provides baseline data for the sports industry and public relation practitioners to promote a sports event when the direct nationalistic interests are absent. Moreover, it also aids in uncovering the substantial changes in sports-related communication, experiences, and mediated participation.
