As sports teams look to build deeper relationships with their fans and expand their fanbases, it’s crucial for athletes to leverage social media. This is because social media allows them to showcase their authenticity, and create a positive public image. This in turn brings them more endorsements, and helps them grow their own brands. This is especially important for Gen Z audiences, who are highly active on social media and demand real-time content from their favorite teams.
Social media has revolutionized the way in which sports are reported, and it’s creating new revenue opportunities for both leagues and teams. However, there are challenges, such as maintaining accuracy and building personal brands in a fast-paced environment.
Athletes often feel that their careers are defined by how the public perceives them, and many worry about what people will say online about their performance and achievements. This can impact the athlete’s sense of self-worth, and lead to depression or other psychological problems.
This is why it’s so important for sports marketers to help their athletes navigate the pitfalls of social media, and provide support and guidance when necessary. Sports teams can also use their social media platforms to highlight aspects of the players’ lives that aren’t related to their sport. For example, former NFL player Isaac Rochell used TikTok to share photos of his off-field life, including family moments and business ventures. This helped humanize him, and drew in new audiences who weren’t previously NFL fans.