Social media continues to change the way sports organizations connect with fans and how audiences watch live sports events. While it has brought many benefits, social media in sports also presents new challenges like misinformation and athlete distress.

Fans have come to rely on their social media feeds for game-related news and updates. This has led to a rise in one-to-one engagement with teams and athletes that is not only driving loyalty, but it’s also helping to build brands and e-commerce revenues.

As a result, it’s now more important than ever for sports leagues, teams and athletes to leverage social media to build engagement and revenue opportunities with fans and partners. Here are some of the ways social media is transforming sports:

Athletes are now able to use social media platforms to share their personal moments, training routines and locker room banter, humanizing them and connecting with fans in a way that was almost impossible a decade ago. While this may lead to a volatile combination, when used correctly, it can enhance an athlete’s identity while building their public image and positioning themselves for future earnings and opportunities.

In addition, social media provides an opportunity for sports fans to participate in a worldwide real-time community to discuss their experiences during sporting events and to share the highs and lows of a team’s season. This has led to a significant transformation in sports viewing habits, with 45% of fans reporting that they’re more likely to use their social media while watching a live event, according to the 2020 Sprout Social Indexopen_in_new.