Pau Gasol announced his retirement on 5 October 2021. Subsequently, a number of users virtually reacted. Twitter is one of the most popular social media platforms, with more than 368 million active users, generating large-scale social data. This study used data from Twitter for analyzing social sensing related to an individual brand, Pau Gasol's retirement announcement, from a quantitative and qualitative content analysis perspective. Pau Gasol's farewell can be considered a unique event to which many people are emotionally attached, providing a great opportunity for understanding sports virtual ecosystems. A total of 2089 tweets in the English language were recovered from Tuesday 5 October 2021 at 3:00 to Thursday 7 October 2021 at 23:59, Greenwich Mean Time +00:00 time zone. During this time, posts were observed to be mainly influential during and right after Pau Gasol's ceremony. The tweets that created more impact were published by news sources or by sports reporters. Lastly, the themes that emerged showed that the Los Angeles Lakers and the NBA were the two most important milestones in Pau Gasol's career. The data can be used to detect potential areas of controversy or other issues to be addressed in order to preserve the athlete's public image. These results are considered of interest for reaching better knowledge of sport virtual environments through social sensing, supporting the idea of users acting as sensors.
Keywords: Twitter; content analysis; individual-level brand; retirement; social sensing; sport.