Social media has transformed the sports industry. It provides a unique platform for athletes to connect with fans year round and to build their personal brand profiles, while also supporting their careers through social media endorsements. In addition, social media has altered power distribution in sports. While once centralized with television networks, journalists and sports media outlets, social media has allowed athletes to take the lead and share their personal views on sporting events with mass audiences.

While these platforms offer an array of benefits, they can also be challenging for athletes. For example, one study found that student-athletes felt pressure to present a polished image on social media, which stifled their ability to express themselves and caused them to prioritize their online presence over their training and performance. The constant exposure to negative criticisms, trolls and other users can also affect mental health and lead to anxiety.

Another challenge is that using social media during training or before competition can negatively impact an athlete’s performance. Using social media can distract athletes from concentrating on their physical training, reduce their vertical jump height, and lead to less effective workouts overall. Youth and high school coaches should encourage their players to leave their phones out of team settings and educate them on the negative impacts on their performance from using their social media prior to training or competitions.

Despite the COVID-19 pandemic, social media has become a critical part of how sports organizations communicate with their fans and engage with their communities. Sports leagues, teams and individual athletes that do not embrace new social media platforms run the risk of being left behind by their competitors.