With its massive user base, social media is the perfect platform for sports teams to share content and keep fans up-to-date with team news. With rumors of player trades or injuries spreading quickly during major events, it is hard for the public not to receive these updates at a fast pace. In the context of this two-way communication between fans and teams, a strong relationship is being established and both parties benefit from the presence of social media in sport.
In addition to sharing regular team news, social media also provides athletes with the opportunity to humanize themselves in a way that was previously impossible. By sharing personal content like behind-the-scenes photos or day-to-day activities, athletes can increase their value in terms of endorsement opportunities and marketability for future career endeavors. It is not uncommon for athletes to start their own independent social media accounts, allowing them to connect with their followers in a more intimate manner.
Aside from being a tool for team and athlete marketing, social media is also an effective platform for sports journalism and media coverage. Using platforms like Instagram and TikTok, athletes and fans can banter about the game or an event they attended, and share their thoughts and emotions to create a more engaged fanbase. This interaction helps to foster a sense of community and loyalty for both sides, especially during times of COVID-19 pandemic and recovery. The foundation category research stream includes articles that explore the fundamental aspects of social media in the sports context, such as its use as a communications platform, an activism tool, and a marketing vehicle and management tool, among others.