Athletes and teams are increasingly relying on social media to communicate with fans, share updates, and create content. This is especially true for sports organizations that cater to a global audience, as social platforms enable them to reach new audiences and engage with their current ones.
While traditional channels like TV broadcasts, ticket sales, and sponsorships still make up the majority of a team’s revenue, social media has opened up new opportunities. By embracing the platform, athletes and teams can reach a global audience of passionate fans and increase their brand awareness. Additionally, it allows them to gain valuable insights into the performance of their marketing campaigns and understand what ages prefer what kind of content.
Sports fans are active on social media to stay connected with their favorite teams and players. According to the 2020 Sprout Social Indexopen_in_new, 45% of consumers use social media to follow sports and its players, making it their second most popular reason for using the platform (after marking personal milestones).
Many athletes have their own social media accounts, independent from their teams’ accounts. This helps them engage their fans directly and humanize themselves. They can post photos and videos of their training routines or locker room banter, making them more relatable to their fans.
This personal connection also makes it easier for athletes to build loyalty with their audiences. For example, former NFL player Isaac Rochell used TikTok to showcase his off-field life and drew in a following that continued to support him even after his athletic career ended.