Social media is transforming sports leagues, teams and players by enabling two-way communication with global fans (especially the Gen Z audience), deep engagement with sports content, expanding revenue opportunities and more. This rapidly changing landscape is influencing how organizations and athletes engage with their audiences as well as shape conversations and public perceptions of sports events.
Athletes can build their personal brand through social platforms by sharing regular glimpses of their lives and engaging with their audiences authentically. Athletes who can attract a large following on their own can boost their contract value, endorsement chances and overall career success.
Similarly, sports organizations can leverage social media to share photos and video highlights of memorable moments from player or team histories that create a sense of community and loyalty amongst fans. Social media is also a platform for athlete advocacy, allowing them to promote causes they care about, expand their influence and reach, and grow their audience at the same time.
On the other hand, social media can be stressful for athletes. Constant public scrutiny can make them feel compelled to uphold a polished online image, which can stifle their own authenticity and lead to overuse of the platform. It is important for athletes to find a balance and to have tools to prevent unhealthy overuse of social media.
College and university athletic departments can provide resources for their student athletes to help them navigate social media use by educating them on the impact of social media on their mental performance and wellbeing. They should also offer support to help them develop a healthy online presence early in their careers to set them up for success down the line.