The era of social media has opened up new opportunities for sports organizations to reach a global audience, build a fan base, and generate partner revenue. As a result, athletes have become brands in their own right, with tens of millions of followers who follow not only their sporting achievements but also their interests off the field—whether music, fashion, or even social causes like sustainability.

Social media is transforming the way we consume sport, with the ability to follow real-time game events and play by play updates from anywhere. The speed of information shared through social media has turned die-hard fans into armchair analysts and has reshaped the way sports is consumed.

Unlike TV, social media allows for direct interaction between teams and their fans, which fosters loyalty and connection between them. Athletes can share behind-the-scenes content, host Q&A sessions, and engage in open discussions with their fans. They can also respond to negative comments and showcase their personality. This personalization and genuine connection can make fans feel like they are part of the team, resulting in more brand affinity and support.

However, athletes should be aware of the potential negative effects of social media. For example, rude or hurtful comments about their physical appearance can exacerbate body image disturbance and disordered eating. This can lead to a vicious cycle of self-criticism, increased pressure to perform, and compulsive exercise. Therefore, it is important for team physicians and therapists to educate athletes about the benefits of social media use along with appropriate strategies for managing negative feedback.