Athletes and teams in sports are leveraging social media like never before. In fact, a recent YPulse studyopen_in_new revealed that 70% of sports fans ages 13 to 37 say they don’t need to watch games live to follow their favorite team or league, preferring to keep up via social media. For general managers, sports marketing professionals and athlete relations staff, a comprehensive understanding of how to help their athletes boost and maintain their personal brand on social media is key to long-term success.
As a result, it’s become increasingly common for sports teams and their players to create personal social media accounts independent of the team’s official account. This helps fans connect with their idols and see behind-the-scenes content, enhancing loyalty and driving engagement for both the team and its players.
Furthermore, it’s not uncommon for athletes to use their platforms to advocate for social justice causes and engage in activism. The halo effect of this type of activity can further enhance an athlete’s profile, and can demonstrate their authenticity and values-driven leadership.
Having said that, there are still a number of challenges that can negatively impact an athlete’s performance or reputation on social media. Rude or hurtful comments on a player’s body can be especially damaging, and have been linked to eating disorders and body image issues. Plus, the addictive nature of some social media platforms can be harmful to an athlete’s well-being. The good news is that these challenges can be overcome with a strong strategy and support from the right partners.