The intersection of sports and social media continues to change the industry for the better. While a few teams and leagues still aren’t leveraging the rapid rise of social media platforms, the ones that do have seen their audiences grow substantially and build a deeper connection to the brand.
The ability for fans to share their own sports content on social media allows them to control the narrative of their favorite events and players. It gives them a sense of ownership, which increases their loyalty to their favorite team and athletes. One example is the Chelsea football club, whose fans banded together on social media to petition against a referee they felt had influenced a crucial game outcome.
Social media has also helped to humanize athletes and make them more accessible. For instance, many athletes now use their social accounts to post behind-the-scenes or day-to-day content. These posts allow them to connect with their fans in a more human way, which can help boost their profiles and career opportunities. Some athletes, like Simone Biles, also use their social media to advocate for issues such as mental health, which helps reduce stigma and builds support networks.
Athletes also benefit from the ability to monetize their personal brands on social media platforms like TikTok. This enables them to connect with new audiences, and some of these audiences might not have been a part of their original fan base. This enables them to become long-term supporters and potentially generate revenue from endorsements, products and other partnerships.