In a world where the internet allows people to reach millions with the click of a button, sports teams and athletes have a unique opportunity to connect directly with their fans. This is exemplified by the way many athletes now use social media to showcase their personal lives, from training regimens and charitable interests to off-field activities like travel and family moments. These posts foster a bond with their audience that makes them feel a part of the team and builds loyalty. In fact, some athlete followers outnumber the number of their team’s or league’s official accounts by a massive margin.
According to the 2020 Sprout Social Indexopen_in_new, 45% of consumers cite watching and following sports as the reason they use social media, surpassing other uses such as marking milestones or responding to natural disasters. For this reason, it’s important for players to maintain a consistent presence on social media, share authentic content and engage with their audiences to maximize the positive impact of their platforms.
Athletes who do so are rewarded by their fan base. The more they post, the more their brand and reputation are boosted, which can lead to higher endorsement deals, better contract value and increased ticket sales for their clubs and leagues. To achieve this, it’s vital that general managers, player relations staff and other sports marketers understand how to best support their athletes in maximizing their presence on the various social media platforms.