Social media has democratized the distribution of sports content, giving athletes an outlet for their personal brands. It has also opened a new avenue for teams and leagues to reach audiences, which they can then turn into paying customers by selling merchandise, ticket sales and sponsorships.

As such, savvy athletes know they need to cultivate their online image by regularly sharing glimpses of their off-field lives and engaging with their audience through original content. Many have also stepped into the role of creators, monetising their influence through brand partnerships and digital content platforms like TikTok.

However, navigating the world of social media in sports can be tricky. It can be hard for athletes to balance their desire to engage with fans and their need to present a polished, professional image, especially when they are being scrutinised by millions of people online. It can also be difficult for athletes to maintain a positive, healthy mental state when juggling the pressure of maintaining an online persona with their daily training schedule.

This is why coaches need better support to help their athletes build and manage a consistent presence on social media. They need to be able to guide them through the process of using platforms like Instagram and TikTok, setting appropriate boundaries with social media managers, and identifying authentic and interesting content to post that will resonate with their audience. In addition, they need to provide them with resources that help them understand the effects of their social media activities on their mental performance and well-being.