In sports, social media has transformed the way fans engage with teams and players. For example, it’s common for athletes to have their own personal social media accounts that allow them to connect directly with their audiences. This type of direct engagement is a powerful tool for athletes because it helps them humanize themselves and draw new audience members—many of whom aren’t traditional sports fans—into the sport, which drives viewership and revenue for teams and leagues.

In addition, social media allows athletes to promote themselves and generate supplemental income from sponsorships, merchandise sales and other digital marketing initiatives. For example, former NFL player Isaac Rochell created a popular TikTok account that showcased his life on and off the field, from family moments to business ventures, which helped him cultivate a following that lasted well beyond his retirement from the game.

Athletes can also use their social media accounts to advocate for societal issues and promote equality, which enhances their personal brands and helps to establish them as authentic leaders in their communities. However, navigating this space requires careful attention and a clear understanding of how social media can impact an athlete’s career.

The proliferation of social media in sports has impacted the ways that people watch and engage with sports, from live broadcast TV to OTT subscriptions and now social platforms like Instagram, Snapchat, and Twitter. It’s up to all of us—sports organizations, players and their agents, and social media managers—to leverage these channels in a way that serves the athlete while respecting the value of fans and the integrity of the sport.