Sports organizations rely on social media to spread team news and keep fans engaged. Whether it’s an injury to a star player or the lineup for a new game, fans can instantly get the latest updates on their favorite teams through their feeds. As a result, social media has become the go-to source for sports fans, and it’s time for all sports leagues, teams, and individual athletes to leverage the platform’s rapid rise.
Social media allows athletes to connect with fans in real-time and build their personal brands beyond the confines of the sports field. Athletes can share behind-the-scenes content, training sessions, and locker room banter on their social platforms to humanize themselves and establish loyalty with their audience. As a result, fans are more invested in athletes’ careers and feel like they’re part of the team, driving long-term engagement for sports leagues and teams.
During the COVID-19 pandemic, many athletic competitions were suspended, but athletes found innovative ways to continue training and engage their audiences on social media. For example, triathlete Jan Frodeno used a countercurrent pool in his home and a treadmill to complete his race—raising more than $22,000 for hospitals and the Laureus Foundationopen_in_new along the way. Athletes can use their social platforms to announce new races and events, promote tickets or merchandise, or create interactive challenges for followers. In addition, social media platforms allow athletes to connect directly with their followers and respond to comments or questions in real-time.