Gone are the days when sports only took place in stadiums and were watched on TV. Today, athletes, teams and supporters can mingle in a lively environment which combines games and relationships, thanks to social networking in the era of the internet. There is increased importance of social media in the sports industry today as it helps in fan engagement and creates new revenue streams.
Athletes are no longer recognized for their on-field performance only. Today, sports personalities are able to affect people globally through social media. This is possible because there are various platforms such as Instagram, Twitter, as well as TikTok where they can post about their personal life, give their opinion, or reveal some behind the scene facts.
Consider Cristiano Ronaldo. With more than 640 million followers on Instagram, he gets higher pay from promoting brands on social media than playing football. Naomi Osaka, LeBron James and other sports personalities prove that they can be advocates too since they talk about important matters such as mental health, racial equality and other relevant topics.
Social media has bridged the gap between fans and their favorite teams or players. Fans now have direct access to live updates, Q&A sessions, and exclusive content, creating a sense of intimacy that was previously unimaginable. Moreover, many fans who engage in activities like cricket live betting can benefit from real-time updates and insights shared on social media, helping them make informed decisions.
Social media platforms such as Twitter are now like virtual stadiums where supporters post their match analysis as the game proceeds. On the other hand, TikTok, and Instagram reels provide a platform through which teams can display some of their best moments, difficult parts of the game, or creative content that appeal to young generation. Access to these platforms by all has given fans a sense that they are actively involved and not just passive viewers.
Sports organizations have found new ways of making money through social media. Today, sponsored posts, brand partnerships, and in-app merchandise sales have become important streams of income. On top of that, teams and leagues can make money through live streaming of games on social media platforms where they also post videos which attract subscriptions or advertisements.
In the NBA, for example, there is the use of Snapchat and TikTok which are very helpful in reaching the international markets, while the esports organizations make a fortune through Twitch. Today, sports marketing heavily relies on social media sponsorship deals since most companies wish to exploit the huge number of interactive customers available on such platforms.
Although beneficial, sports social media has some disadvantages. Athletes are under constant surveillance such that every post or tweet is seen by millions and analyzed. Any wrong move, whether on purpose or not, may result in public outrage and even harm one’s career.
Athletes are commonly subjected to online bullying, especially when they perform poorly. Although teams and leagues are now taking some steps to shield their players from such kind of harm, the truth of the matter is that the digital space is still not safe.
In the future, the consumption and experience of sports will continue to be influenced by social media. The experience of fans is likely to be improved by some new technologies such as virtual reality (VR) and augmented reality (AR), while enforcing the development of short interactive messages through platforms like TikTok or Instagram.
Moreover, social media analytics will play a pivotal role in understanding fan behavior and tailoring content strategies. As the line between sports and entertainment blurs, digital platforms will remain at the heart of this transformation.