Social media has transformed numerous industries, sports included. Its integration into the daily lives of billions globally has had profound impacts, including a transformation in how fans connect and engage with their favorite teams and players.
In addition to serving as a communications tool, social media can boost team visibility, which helps foster stronger fan loyalty and sponsorship opportunities. However, according to an Undefeatedopen_in_new article, most athletes are cautious about what they share on social media out of fear that it could damage their careers or reflect negatively on the team, league and sponsors.
Similarly, social media enables athletes to share their personal interests and stories, humanizing them. This can make them more relatable to the common man and help fans feel more connected with their athletes. This, in turn, can boost a player’s brand and ultimately increase ticket sales, merchandise purchases, and sponsorships.
Finally, social media provides a platform for sharing real-time news updates and engaging with fans during games and events. For example, during the 2024 Olympics, Paris Saint-Germain released social media content highlighting the city’s history of athletic achievement, which helped increase viewer engagement by almost 10x to 1.1 billion.
As new technologies and platforms emerge, the relationship between social media and sport may evolve even further. For instance, virtual reality and augmented reality could offer immersive viewing experiences for fans, while platforms like TikTok and Instagram Stories open up new ways to capture and engage fans through short-form video content.