Technology and social media are profoundly influencing the sports industry, in both positive and negative ways. They are enabling new forms of connectivity and fan engagement, but also fueling online hate speech and discrimination. This Research Topic aims to delve into the complex roles that these digital tools play within the sports community, and to provide insights and practical steps for using technological advancements to foster positive communication, ensure safe sporting environments online, and uphold core values of well-being, solidarity, diversity and tolerance in sports.
Today, it’s a must for athletes to share regular glimpses of their lives on social media and engage with fans authentically through original content. They need to do this to enhance their public image, build a robust personal brand and attract sponsors for endorsement opportunities. Athletes who are active on social media also boost the popularity of their teams and leagues, increasing awareness, audience reach and revenue.
Athletes can also use their social media channels to promote and highlight important causes that they believe in, further amplifying their personal brand and demonstrating authenticity and values-driven leadership to their audiences. Examples include LeBron James, Colin Kaepernick and Megan Rapinoe.
The popularity of social media in sports continues to grow, with millions of people engaging with teams, players and events on platforms like Instagram and TikTok. In fact, according to a recent Ypulse survey, many young people do not feel the need to attend live sports events anymore as they can follow them on social media, and in real-time too. This opens up a huge opportunity for sports leagues and teams to increase the amount of content they produce and deliver, and tap into previously untapped audiences worldwide.