This qualitative study examines how four Swedish sports organizations understands strategic communication. It also examines how the sport organizations creates media content and if they are trying to take over the process from the traditional news media. The study uses qualitative interviews as a method and the theories of strategic communication and sport marketing. The results show that the sports organizations are more or less strategic in their work when it comes to communication plans and their social media channels. The results of the study also show that the sports organizations are keen to take control over media content and through that, their need of the traditional news media is in decline. Finally, the loyalty of the supporters is essential for the sports organizations and they try to build it through interaction via their social media channels.