On February 17, we welcomed Obermann International Fellow Dr. Thomas Horky, a professor of sports journalism at the Macromedia University of Applied Sciences in Hamburg, Germany. His research centers on the virtualization of media and sport. 

“The future of sport communication is influenced by digital media technology,” he explains, such as interactive and immersive technologies based on livestreaming and virtual reality. “Young, mediated audiences are looking for new, more interactive sport experiences and more participation such as gamification and digitalization. Since 2023 for example, several new sport formats have been launched that allow spectators to influence sporting competitions. [. . .] At these events, spectators can vote and discuss on digital platforms like Twitch. As a result, the boundaries between real and virtual sport experiences seem to be increasingly blurring.” 

Horky’s research asks, “What is the impact of this new technology on the audience and the sport?” He hopes to answer this question in his as yet-untitled next book, which he worked on during his fellowship through engaging in conversations with Iowa faculty in the School of Journalism and Mass Communication and making use of the dedicated working space and time provided by the Obermann Center. After the fellowship, he traveled to Chicago to attend the 2025 International Association for Communication and Sport Summit. 

Reflecting on his time at the University of Iowa, Horky pinpoints guest lecturing in the School of Journalism and Mass Communication as a highlight. He taught sections in several of Professor Tom Oates’s courses, speaking about German football (soccer) culture. “Students ask questions here,” he says, discussing how Iowa students think critically about their media. “It is very European! At other [U.S.] schools, I ask for questions, and there is just silence. I have to assign them to come to the next class with five questions.”

Another highlight for Horky was attending two Iowa women’s basketball games at Carver-Hawkeye Arena. After watching Caitlin Clark and Iowa women’s basketball from afar, he was excited to finally be able to cheer for the Hawks in-person. “There were thousands of people there, everyone cheering for women’s basketball! Women’s basketball in Germany is very small,” he explains. 

This is Horky’s second visit to campus, and the University of Iowa’s strong sport culture is one of the reasons he keeps coming back. “I like Iowa City because of these close connections between sports, media, and culture,” Horky says. The University of Iowa’s culture and programs resonate deeply with his scholarly interests. “I love the program Sport Media and Culture. It’s exactly what I want to do in Germany.” 

Applications for Spring 2026 fellowships are due October 24, 2025.