Not long ago, sports fans connected with their favorite teams and athletes primarily through TV broadcasts or newspaper articles. But today, it’s more likely that they connect with their idols through social media, and it’s an ever-growing opportunity for organizations to build fan engagement and foster loyalty. But, like any marketing strategy, a successful one requires a clear goal and the right tools.
It’s no secret that social media platforms allow athletes and teams to reach massive global audiences, but what may be less obvious is how those channels can drive real-time engagement and brand affinity. From viral plays to pre-game outfit looks, a well-executed social media strategy allows brands and athletes to humanize their brand, cultivate a loyal fan base, and increase ticket sales and merchandise revenue.
In fact, according to a recent YPulse reportopen_in_new, 70% of sports fans ages 13 to 37 say they don’t watch games live and instead follow their favorite teams or players on social media. That’s why it’s important for sports leagues, teams, and athletes to understand what fans want—whether it’s a peek behind the scenes or a conversation around their role as a role model.
Athletes are taking advantage of the two-way communication that social media platforms offer by connecting with their fans through live Q&A sessions, Instagram Stories, Twitter polls, and more. This kind of direct interaction is also empowering young athletes, especially women. For example, Simone Biles and other elite female athletes use their platforms to speak out about mental health, reducing stigma and creating networks of support for fellow competitors.