Social media in sports is a vital tool for athletes, teams and leagues to stay connected to fans and drive growth for the sport. Athletes can reach millions of fans through their personal social accounts that often outpace the sports organization’s owned channels, and can bolster their brand value through the promotion of partners and sponsors. Athletes who use their platforms to amplify positive change in their communities and advocate for social causes gain credibility and demonstrate authentic, values-driven leadership.

Athletes and their teams can also connect with fans like never before through live video, exclusive content, Q&As, and more. This gives fans a behind-the-scenes look at the people in uniform, and humanizes them to create a more emotional connection with their favorite teams and players. According to a recent YPulse reportopen_in_new, 70% of sports fans ages 13 to 37 said they do not need to attend in-person events to follow their favorite teams and leagues, and instead rely on social media for real-time updates.

As a result, sports teams that prioritize their athletes’ social media presence can attract and retain talent, especially younger athletes who are more likely to seek out opportunities to engage with their fan base through their own channels. In addition, athlete advocacy on social media reaches a global audience, giving teams and leagues new ways to engage with and grow audiences. As we see with the White Sox and their viral Covid campaign, the right strategic approach to leveraging an athlete’s social platforms can be hugely successful for all parties involved.