Athletes have always fueled passion and excitement among fans, but social media has brought them closer to their teams and audiences. Whether it’s sharing behind-the-scenes photos or reacting to controversial topics in real time, athletes can now engage with fans in new ways. This creates a stronger connection between fans and athletes, which ultimately benefits everyone. For athletes, this translates to increased ticket sales and merchandise revenue; for teams, it means more exposure for sponsors.

In fact, according to a recent YPulse reportopen_in_new, 70% of sports fans age 13 to 37 say that they follow their favorite team or athlete on social media to stay updated about the latest news and events. And for brands looking to reach these fans, social media has become a key marketing tool.

For example, when the Chicago Blackhawks used the hashtag #WhatsYourGoal on their Instagram story to encourage fans to share their goals and aspirations, it drove a record-setting 1.1 billion engagements. It also helped to reinforce the team’s values and deepen fans’ loyalty.

It’s important for athletes and teams to manage their social media channels wisely. While it offers many opportunities to promote their team and build relationships with fans, it can also be a source of negative publicity if it is not managed effectively. The right digital marketing software can help athletes and teams to create engaging content and boost engagement with fans while staying on brand. It can even increase sponsorship and ticket sales, helping to offset the cost of the ever-increasing price of sports tickets.