In a world impacted by the COVID-19 pandemic and the rapid rise of social media, sports organizations are leveraging these platforms to reach fans, promote games and events, and engage with new audiences. This is especially true for teams and players, as the ability to share personal social media content gives them a direct connection to their fans and allows them to humanize themselves. Athletes can build their brand and create loyal fan bases, boosting their market value for future endorsement opportunities and increasing their earning potential once their playing careers are over.
Two-way communication between teams and fans allows them to engage directly, sharing behind-the-scenes content, real-time news updates, and personal stories. This helps create a deeper sense of loyalty and fan engagement, transforming passive viewers into active fans and ambassadors. Social media also gives athletes the opportunity to stand up for a cause or amplify social issues that may affect their community or the sport they play.
While these benefits are important for the growth of sports, there is a dark side to the power of social media that needs to be addressed. As the Undefeatedopen_in_new points out, ill-advised posts can hurt an athlete’s image, negatively impact his or her career, and lead to a loss of endorsements.
Athletes should treat social media as a business and use it to promote their brand, not damage it. For example, Isaac Rochell used TikTok to showcase his off-field life, from family moments to his business ventures. This helped him build his brand and draw in new followers that continued to support him after his NFL career ended.