Social media engagement is changing the relational dynamic between organizations - and individuals - and their publics. This is particularly evident in the world of elite sport where the market value of an elite athlete is measured by their public reputation which is pinned on healthy relationships with stakeholders, such as fellow athletes, team managers, coaches and, importantly, fans (Hopwood 2007). In fact, social media analysts have attributed much of Twitter's growth to early adopters in the sports world. As a continually expanding global business, sport has to grapple with the challenges of how to harness this uncontrolled medium to best advantage, particularly in times of crisis. This chapter examines the bond between fans and sport in the context of social media in order to examine how this relationship could foster forgiveness for elite athletes who confess to transgressions, thus having enduring implications for the athlete's sport and sport business generally.