Social media has transformed many industries — sports is no exception. Fans are turning to social media to connect with teams, follow games in real time and interact with athletes.
Athletes can also use social media to build their brands and create a more rounded profile to increase sponsorship opportunities, improve their image and enhance future earnings. Athletes can use their platforms to share behind-the-scenes and day-to-day content, which humanizes them and makes them more relatable to fans. In fact, a study by Geurin-Eagleman and Burchopen_in_new found that college athletes’ social media use is more important to their overall brand than their athletic performance, their academic achievements, or even the quality of their scholarship offers.
For example, during the COVID-19 pandemic, triathlete Jan Frodeno completed a triathlon using his home gym with a pool, bike roller and treadmill to showcase that he was still training and engaging with his audience. This type of unique, authentic and memorable content builds loyalty for both the athlete and the brand.
Teams and leagues can leverage their social media presence to boost ticket sales, generate revenue and engage with fans worldwide. They can live stream events, host Q&A sessions and provide exclusive content to drive engagement. They can also offer e-commerce solutions that allow fans to shop directly through the platform. They can even partner with other companies to deliver products and experiences that expand their reach. By connecting with fans in a two-way dialogue, they can grow brand awareness and loyalty — and stay ahead of their competition.
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