Whether to promote an event, announce a lineup or highlight a player’s performance, social media is one of the key platforms sports organizations leverage for marketing campaigns. This helps fans stay engaged with their teams and follow their favorite players year-round, even during a break in the season.
Aside from promoting sports events, leagues and team brands, many athletes use social media to connect with fans, share personal stories and engage their audience. The socially-savvy way athletes communicate on Instagram, TikTok and other platforms can help them become more relatable to their audiences and build brand loyalty that leads to sponsorship deals and ticket and merchandise sales.
However, a poorly-chosen post can sabotage an athlete’s reputation and impact their career, which is why some student athletes receive training from colleges and universities to ensure they can safely leverage their social media accounts. As more athletes establish a strong, authentic social media presence, their popularity can attract other top talent and increase their value for endorsement deals and other career opportunities.
Recent changes in NCAA regulations are transforming social media for college athletes, with some players earning income through their own businesses, as MediaPostopen_in_new reports. Regardless of how they’re compensated, engaging with their followers on platforms like Twitter, Instagram and TikTok can strengthen an athlete’s personal brand profile and open the door to new opportunities once their athletic window closes. Athletes who engage with their fan base through social media can grow their audience and build a loyal following that will last long after they’ve hung up their jerseys.