While television, ticket and sponsorship revenue still account for the majority of sports organization’s income, social media offers a new channel to attract and engage fans. Athletes now use their own personal accounts to promote sponsors and connect directly with fans – something that was impossible just a decade ago.
This two-way communication is transforming how fans engage with their favorite teams and athletes. Athletes’ accounts offer behind-the-scenes access to practice, Q&A sessions and other events, as well as curated content like photos, Stories and Reels that share the athlete’s daily life. This authentic and revealing content humanizes players, making them more relatable and fostering loyalty and passion. It also enables them to stand for a cause and amplify social issues, like mental health awareness (e.g., Simone Biles).
Moreover, it allows fans to interact with one another and find a community on platforms like Twitter, Instagram and TikTok. Often, this interaction is positive and uplifting, but it can also be negative, especially when athletes receive harsh criticism from trolls or unkind comments from keyboard warriors.
Athletes who are engaged with their followers on social media can build their brand and increase their value for endorsements, and even for team or league opportunities. However, it’s important for them to understand the pros and cons of this powerful tool, so they can maximize its benefits and avoid the pitfalls that can damage their careers and the public image of their sport.