For sports organizations, social media is a powerful tool for two-way communication with global audiences; deepening fan engagement and sharing team and player content; and expanding revenue opportunities with broadcast and sponsor partners. However, this is only possible with a thorough understanding of fan motivators, a well-developed strategy and ruthless execution.

Millions of fans worldwide follow their favorite athletes on social media, influencing public perception, conversations and the success of their teams. This authenticity also helps players build deeply engaging brand profiles and connect with fans year round, increasing their contract value and endorsement opportunities.

To foster this connection, sports teams are using social platforms to share stories and behind-the-scenes footage of their events, training sessions and practices. They’re also enabling fans to interact directly with players through live videos, Q&As and other social features that make them feel part of the community.

Social media can help teams grow their audience beyond core followers by introducing new families to their clubs through word-of-mouth visibility. For example, when parents who are already involved with a sports program share their club’s posts or comment on updates, their friends and followers see that activity on their feeds—and may be more inclined to investigate and join the organization.

Athletes are not only their own best marketers—they are the face of their brands, teams and leagues. To get the most out of this opportunity, it’s critical for athletes to understand their unique brand motivators and use social media to reach, engage and inspire their audiences.