Sports organizations are now using social media to boost viewership and generate partner revenue opportunities. As a result, the global social media market is transforming traditional broadcast and sponsorship models into new, multifaceted business platforms. This shift in audience and content delivery is opening up new markets and attracting younger fans who may not have previously been interested in the sport.
Athletes can engage directly with their audiences, fostering a sense of loyalty and community that goes beyond the game. For example, when the COVID-19 pandemic forced many athletic competitions to be suspended, athletes like triathlete Jan Frodeno adapted their training regimens to showcase their hard work on social media. This helped them to maintain their followers’ interest and to raise money for hospitals and the Laureus Foundationopen_in_new.
Social media also allows athletes to promote their personal brands outside of the sport, which can make them more relatable to their fan base. This can be especially helpful for athletes who may have suffered from injuries or illness that might have otherwise diminished their appeal as a brand.
However, the influx of social media content can sometimes lead to false information and misinformation being shared on these platforms, which can impact athlete health and performance negatively. This is why it’s important for athletes to be trained on social media use by their coaches, trainers, and healthcare providers. By starting the conversation from a place of interest and curiosity, it can help athletes learn how to use social media in healthy ways.