What once was a one-way broadcast now allows athletes to engage with fans directly, driving ticket and merchandise sales and sponsorship revenue. Social media also provides the platform for athletes to promote their own events and share behind-the-scenes, day-to-day experiences with their followers. This intimate connection humanizes athletes and helps them build their personal brands, which increases their value for endorsement opportunities and career advancement.
For some athletes, especially younger ones, this can create a pressure to present a polished image that may not be authentic or true to their personality. However, a careful balance can be achieved by setting boundaries, leaning on supportive teammates and maintaining a healthy engagement with their followers.
Athletes who use social media to showcase their lives can draw new audiences, many of whom were not previously fans of a particular sport. This translates into more opportunities as an athlete’s athletic window closes and can increase their earning potential once they leave the game.
Athletes can also leverage their platforms to advocate for a cause or to amplify a social issue, strengthening their personal brand and impacting public perception of their work and commitment to community. For example, players like LeBron James and Colin Kaepernick have used their platforms to raise awareness and funds for causes that are important to them. This elevates their brands, drives fan loyalty and can even influence the decisions of sponsors and fans alike.