Currently in 2024, 62.3% of the global population use social media. With around 154 million people watching live sports at least once a month in the US alone, it’s unsurprising that social media platforms have revolutionised the way that sports are enjoyed by fans and teams alike. But just how much has sport been changed by the development of social media?
Improved Fan Experiences
For fans, the ability to instantly connect and engage with their favourite teams and other fans has created a sense of community which, without social media, would have been impossible. The opportunity for fans from all around the world to connect with one another to discuss the latest news, games and results is undeniably a benefit which couldn’t exist without the availability of social platforms.
Online forums, groups, hashtags and trending topics enable fans to stay up to date with news, with X (formerly Twitter) at the forefront of this. The platform itself has expressed the benefits using the site can provide for fans during games, claiming that levels of engagement and memorability are higher when the social networking site is used as a complement to watching on TV. This means that online discussion can take place during live games, and with 30% of sports fans aged 18-34 subscribed to at least 3 sports streaming services, it’s clear that the next generation of sports fans make the most of technology to enjoy watching their favourite teams.
Social media also empowers fans to create and share their own creative content online, from game highlights to fan art and everything in between. This user generated content adds to fan experience by allowing an outlet for creativity and opinions which would otherwise be unavailable.
Access to exclusive, behind the scenes, content is just another incentive for fans to engage with sports teams on social platforms. An in-depth look at the players, the organisations and all the backstage action allows fans to feel part of the team they cheer for, no matter where they are in the world.
The Benefits for Teams and Players
Fan engagement can be beneficial to sports teams just as much as it is to fans. Direct communication can increase fan loyalty and boost team popularity at little to no cost to the business. This feeling of community can strengthen the marketing strategy of a team, as effective fan engagement may encourage new supporters to follow the club.
Consequently, a good brand image online can attract sponsorship deals, ultimately generating revenue for both teams and individual players. Former footballer Gareth Bale has over 53 million followers on Instagram and has multiple big-name brand deals such as BMW and Playstation. These opportunities have been utilised by individual athletes across the globe, as American ice hockey player Auston Matthews has found success off the ice and on social media, working with companies such as Uber Eats and Prime as he shares digital content promoting the brands to his almost 900,000 followers. Similarly, teams of all levels can attract sponsorships through social platforms, creating an additional income stream through the power of social media.
Another significant change for sports teams with the development of social media in the sports industry, is the ability for clubs to gain insights into fan feedback. While previously it would be difficult to gather data from their fanbase, now teams can use social media polls and other tools to gain valuable feedback. Keeping a good reputation online is key to success on social media for sports teams, so listening to fans is a true benefit of social media!
How Sports Journalism and Traditional Media Has Changed
The origins of sports coverage first began in 1836 with the first newspaper article published about a sporting event. The sports media landscape evolved into radio during the 1920s and eventually progressed into televised broadcasts in the following decade.
While watching broadcasts on TV was previously the centre of sports viewing, social media has transformed the way people watch and interact with sports. Instant reporting is now accessible for social media users to stay up to date with the game even without watching. This has changed the way in which sports journalists report on matches, with posts on X and Instagram being created instantaneously.
Sports reporters can now use social media to relay updates to fans, providing them with the ability to engage with their audience at a closer level. With so many social media platforms and variations of multi-media content accessible now, sports journalism has evolved far beyond its origins.
The Takeaway
Overall, social media has completely transformed the sports industry by providing connectivity, engagement and interactive enjoyment for fans, players and teams. The ability to hear opinions of other fans, as well as instant updates from professionals within the industry, has revolutionised sports media. While social media has its detriments and downfalls, it’s hard to deny that it has changed the game forever within the sports world.