Social media is influencing sports in profound ways, from how fans connect with teams and athletes to how they interact and share content. The intimacy that exists between fans and athletes today is unparalleled, creating a powerful connection and driving fan loyalty. Athletes are now able to draw new audiences, many of whom weren’t previously sports fans, into the sport through their authentic social media content. Hershey Company capitalized on this insight when they created a surprise and delight campaign with WNBA star Angel Reese, and NFL star Isaac Rochell leverages TikTok to showcase his off-field adventures, from family moments to business ventures. This authentic content attracts fans who connect with the athlete’s personality, values and missions and remain dedicated to following his career.
Through social media, athletes can engage directly with fans and build a deeper relationship with them year-round. They can promote their sponsors, share behind-the-scenes moments, host Q&A sessions and more. Athletes also have the ability to advocate for social causes and engage in activism, further bolstering their personal brands while promoting positive change.
In addition to building two-way communication with fans and engaging audiences, social media is also a key tool for expanding sports revenue opportunities. For example, when teams and players create social media Stories or Reels that highlight player experiences and activities, this increases brand awareness and drives ticket sales, merchandise purchases and sponsorships. It is also a critical tool for sharing real-time sports updates with global audiences and leveraging live video streaming to bring events and games to life.