Social Media is a channel whereby athletes can promote their personal brands and express themselves on social media creating a deeper connection with fans. Many fans follow athletes due to their commitment to broader causes than just sports. Such commitments show admirable and likeable traits within athletes but also relatable beliefs/opinions as their fans. For example, Sport Endorse athletes, James Lowe works with the cause ‘Tackle Your Feelings’, and Hannah Tyrrell works with the cause ‘Pieta House’.
Social Media is making it possible for all elite athletes to get involved in Athlete Marketing. Consumers are connecting with all athletes rather than just superstars. Social Media allows fans to personally follow and support an athlete. Fans are no longer solely subjected to consuming mass media on TV, billboards or newspapers. A fan’s connection is typically very personal to them and brands that can execute an authentic relationship with an athlete can benefit from this.