Traditionally, sports fans are passive spectators, but social media has brought about a transformation of interaction dynamics. Fans can express their opinions and analysis and even directly oppose mainstream sports media stories, thereby influencing the approach towards sports. This development leads to new challenges such as misinformation and athlete distress.

Sports teams and players have used social media to expand their audience, promote events and merchandise, and create a dialogue with fans. They have also turned to social media to connect with potential sponsors and boost revenue. As a result, it is imperative for athletes to maintain an engaged social media following. This can boost their actual earnings as well as provide more opportunities after their athletic window closes.

Athletes use social media to build and differentiate their personal brands, share glimpses of their lives, and engage with their audiences. It is vital for them to build a community of followers and stay active on platforms like Instagram, Twitter, and TikTok. The success of athletes like WNBA star Angel Reese, who gained the nickname “Bayou Barbie,” illustrates how an athlete’s authentic personality can attract and expand fandom.

Moreover, they can reach global audiences and boost sales with social media platforms’ shoppable posts and in-app checkout features. This allows fans to seamlessly connect with brands and purchase products without leaving the platform. It also enhances the user experience and boosts conversion rates. However, social media can be a double-edged sword for athletes: It exposes them to constant public scrutiny and criticism, and may lead to harmful effects on their mental health.