Social media is transforming sports, from how fans connect with teams and athletes to how organizations promote events and build partnerships. According to a recent survey by Capgemini, the share of people who watch sports on social platforms has increased in all age groups.
With social, it’s easier than ever to follow a team or favorite athlete. Platforms like Instagram, TikTok and X enable instant access to live game highlights, play-by-play updates and even behind-the-scenes content. These immersive experiences create a sense of community, allowing fans to connect with their idols in real-time.
Athletes are able to establish their own digital brands and interact with fans beyond the confines of the stadium. They can share personal moments, training routines and locker room banter that humanize them and make them more relatable to their audience. This has led to many athletes being considered “celebrities in their own right.”
In addition, many players use their platforms to advocate for social causes or engage in activism. These efforts amplify their personal brands and demonstrate their authenticity and values-driven leadership.
Social media also enables sports organizations to drive engagement and grow their audiences by promoting content or running campaigns driven by hashtags or viral challenges. This allows them to stay fresh in the minds of fans and fuel their ardor from game to game and season to season. It’s time for all leagues, teams and individual athletes to embrace social and leverage its potential for fan engagement.