As sports continue to evolve with social media, athletes and sports organizations are finding new ways to use this powerful platform to engage their audiences. Whether to announce a game schedule, highlight player performance or even boost ticket and merch sales, sports teams are utilizing social media to create fresh content, connect with their audiences, and increase engagement.
The ubiquity of social media has also changed the way that sports journalism works. The rapid spread of information and analysis on social media allows for more immediate and detailed coverage than ever before. This heightened coverage has impacted both the sports fan experience and how people watch sports.
Social media platforms provide an opportunity for athletes to share their personal stories and humanize themselves to fans. This can help to motivate athletes by providing training motivation, facilitating connections or accessing new communities. However, social media can also negatively impact athlete identity through comparison and negative commentary. For example, athletes can find themselves on the receiving end of shaming and body-shaming online.
Many athletes are using their social media to stand up for social justice and create change in the world. This advocacy can amplify an athlete’s personal brand, drive audience perception, and increase sponsorship opportunities. Athletes like LeBron James, Colin Kaepernick, and Megan Rapinoe are all using their influence to speak out against injustice and champion equality.