X as a proxy for tackle safety culture? Sentiment analysis of social media posts on red-carded and yellow-carded tackles during the 2019 Rugby World Cup.

For red cards, posts were 2.2 times more likely to agree with the referee's decision than disagree. Posts that agreed with a red card decision were also more likely to be shared (reposted) than posts that disagreed with a red card decision. In contrast, sentiments expressed for yellow card decisions were mixed. This may be related to interpreting the degree of danger and whether mitigation is applied. Within the ecosystem of rugby, sharing sentiments on social media plays a powerful role in creating a positive player welfare narrative.