Whether they’re on Instagram, TikTok or Facebook, millions of sports fans worldwide want to keep up with their favorite athletes. This desire has helped make social media an essential part of the game. For athletes, it can help increase their public profile and endorsement opportunities; for teams and leagues, it can strengthen fan loyalty and engagement—both of which are critical to the bottom line.
Athletes are now considered commercial brands in their own right, and they must manage their image just like any other brand. They need to maintain a consistent presence, share regular glimpses into their personal lives, and engage with fans authentically through original content. This is especially true for those who are rising stars in their respective sports, or those who have the potential to be stars in the future. These are the young players who can attract the attention of college recruiters, scouts and brand sponsors.
The power of sports marketing now lies in the hands of the fans, and this has led to a more democratic distribution of information about the sport. From live-filming games and trash-talking to creating memes that target specific moments in a game, fans can now be a direct conduit for distributing sports content and messages.
While this new dynamic has many benefits, it can also pose challenges for athletes and the people around them. As an example, trolls can hurl abuse and negativity at athletes, and their privacy may be compromised. In addition, many athletes now face a greater level of scrutiny than ever before.