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The aim of this article is to examine the way readers who participate in the comments section of online sports newspapers produce hate speech toward the medium. The research focuses on the Marca sport-based online community in Spain, in the context of the Real Madrid vs. FC Barcelona rivalry. The article explores the medium's quandary between allowing the free speech of his readers and therefore promoting the audience's engagement and the protection of its brand image, threatened by comments containing hate speech. Although only a small part of the readers addressed the medium through their comments, almost 75 per cent of them contained hate speech, accounting for a very violent discussion environment. [ABSTRACT FROM AUTHOR]