Social media is reshaping sports, allowing teams and athletes to interact directly with fans. Personalized interactions and behind-the-scenes content keep fans engaged and build lasting loyalty. It also enables global connectivity, breaking down geographical barriers and creating worldwide fan communities.
While traditional TV broadcasts and merchandise sales still make up the bulk of most team and league revenues, social media is rapidly becoming a major channel for attracting fans. As a result, teams and athletes that embrace and master the new social-media-driven business model will be poised to thrive.
Millions of sports fans follow their favorite players on social media, giving them unprecedented access to the human side of athletes and a glimpse into their daily lives. Athletes who use their own personal social-media accounts regularly to share stories, training routines, and locker room banter become more relatable to their audiences, thereby building a strong brand that can boost their contract values and endorsement opportunities.
In addition, social media is a powerful tool for athletes to amplify and raise funds for charitable causes. Athletes such as triathlete Jan Frodeno, who used a home pool and a bike roller to complete a triathlon during the COVID-19 pandemic, can reach a wide audience through social media to drive donations for hospitals and the Laureus Foundationopen_in_new. Athletes can also use their social-media accounts to engage with their fans during sporting events by sharing real-time X reactions and highlights or ask for song selections during a rain delay.