When it comes to sports, social media has changed the dynamic of the industry by bringing the game to millions of fans who might not otherwise see their favorite teams and athletes play live. A recent YPulse reportopen_in_new found 70% of fans ages 13 to 37 don’t need to watch a sporting event live to follow their teams, choosing instead to stay tuned in on social media. Athletes and sports organizations recognize that their biggest fan base is online, so they invest heavily in fostering connections with this audience.
The resulting popularity boost for the athlete can increase their contract value, endorsement opportunities, and overall career success. But, with this power comes responsibility. If an athlete makes a mistake, or even just has bad luck, their reputation can be damaged or they could find themselves at the center of a controversy that affects their team, league, or sport.
Athletes, like all other public figures, are bound by the rules of their home country’s code of conduct. But, in the age of social media, they must also be mindful of how their words are perceived around the world.
By regularly sharing authentic content on their own channels, athletes can build loyalty with followers that goes beyond their performance on the field. In fact, a few of the teams we work with at Greenfly have players whose social followings exceed their own sports organization’s brand accounts.