The evolution of social media in sports has shaped how teams, athletes and fans connect with one another and the game. Whether it’s the latest viral moment or a post that goes viral, social media influences perceptions and conversations about sports, driving engagement, establishing team-to-fan loyalty and brand awareness.
Athletes have adopted the platform to cultivate their personal brands, sharing behind-the-scenes content and interacting with fans. This creates a sense of connection, which in turn leads to increased fan loyalty, ticket sales, merchandise purchases and sponsorships.
However, this also poses a challenge for athletes who are often bombarded by negative comments and trolls. Managing their online presence can affect their mental well-being and cause stress due to the pressure of maintaining an image that is “on brand.” Moreover, excessive use of social media prior to training or competition can negatively impact performance. Youth and high school coaches and organizations should be encouraged to get phones out of the locker room and educate their athletes on how to safely and responsibly engage with social media while prepping for a game or practice.
Athletes can also leverage social media to stand for a cause and amplify their voice on issues affecting society. For example, the NFL has allowed players to take a knee during the national anthem to protest racial injustice and the treatment of black Americans. This stance can resonate with fans, strengthening the bond between athlete and fan while promoting social justice.