It’s no surprise that the impact of social media has also extended to the world of sports—from engaging with followers in real-time to following sports personalities for the latest updates—it impacts all aspects of the sport. The sports industry has become more profitable than ever and it has an even bigger following. By 2027, the industry is expected to be worth $623.63 billion.
How do you get a piece of this pie? By making use of the power of social media in sports.
When it comes to boosting awareness and captivating new fans, you can expect social media marketing in sports to score the goal. 32% of sports fans use social media while streaming live sports, indicating how much impact social media has on sports marketing.
Many sports organizations strategically use social media in sports marketing to create buzz about their events. With its global reach, they can seamlessly connect fans with their favorite teams. Yet, it goes beyond mere connectivity.
Social media and sports marketing provide a way for fans to engage with their most-favored athletes and sports entities directly. This enhances their experiences, keeping them updated in real time while providing interactive opportunities.
There’s no denying that sports social media has become an essential tool for various sports organizations and professionals to distribute their content, attracting more supporters and encouraging participation.
If you were to pick which social media platform to tap into, you have to find answers to these questions:
For instance, YouTube is the go-to platform for Gen Z sports fans, followed by Instagram, Snapchat, and Twitter. Engaging this audience needs thoughtful consideration of these factors.
Here are platforms you can use and creators you can keep tabs on:
Instagram is a highly visual social media platform. This makes it ideal for sports brands and companies to share highlights, behind-the-scenes content, and player insights.
The @warriors content is an excellent example. It won 2023’s Webby Awards for the sports category on social after posting a creative take on iconic moments of the Golden State Warriors.
View this post on Instagram
Video source: Warriors
You can also get inspired by the World Surf League and its strategy to keep its four million sports fans updated on every wave courageously ridden by inspiring surfers. 
Image source: Instagram
Aside from sports organizations, athletes can also use Instagram to garner support and highlight their unrelenting efforts or even causes like Paralympian Marissa Papaconstantinou. 
Image source: Instagram
It’s no wonder many sports organizations needing customers choose to amplify their reach with X (formerly Twitter). Out of all social media platforms, X is the most real-time. It thrives on conversations, trends, and updates, making it one of the best social media tools for sports events. Fans worldwide can enjoy live tweets, news, highlights, and other sports-related content.
Take it from the NFL. With 35.3 million followers on X, the NFL has a massive reach. It updates fans multiple times a day with content like pictures of NFL Drafts, inside scoops, and hot takes of players. This approach allows the NFL to really engage with their sports fans, making them feel more involved with what’s going on. 
Image source: NFL
Another company that’s doing well on X is Barstool Sports. @barstoolsports has garnered a following of over 5.7 million fans after being a fun and credible source for sports such as mini golf, basketball, and many more. 
Image Source: Barstool Sports
True to its tagline of serving sports fans anytime, anywhere, ESPN is one on the list for continuing to garner a huge social media influence and following by providing valuable sports content. Joining in 2007 on the platform, it has also kept on top of the latest social media trends. 
Image source: ESPN
For longer video content, sports organizations, fitness professionals, and athletes can make use of YouTube. It’s recommended for those who want to take advantage of its searchability and algorithm-driven recommendations.
In less than a year on YouTube, Celine Dept got over 26 million subscribers. She started posting sports videos in May of 2023 and continues to post football content today, from challenges to pranks.
Video source: Celine Dept
Red Bull is also known for its awesome sports videos. From water sports and the best F1 moments to soapbox racing and skating, this sports channel offers extremely entertaining content for its 15 million subscribers.
Video source: Red Bull
Having gained popularity over the past few years, TikTok offers a creative space for any sports-related content. It’s certainly a social media platform worth exploring if you want to reach younger audiences.
Check out @snappygilmore and his impressive reach of 2.8 million. Snappy became a viral sensation after posting a TikTok video of him reinventing how he swings a golf club.
@_snappygilmore That was clean😎🔥 #snappygilmore ♬ original sound – _snappygilmore
Video source: TikTok
On the other hand, @thesavbananas nailed their content strategy by becoming TikTok’s favorite baseball team. True to their bio, they make baseball more fun by posting entertaining videos for their fans.
@thesavbananas did we crush this or did we crush this🤔 #savannahbananas #bananaball #dirtydancing #baseball #fyp #patrickswayze #broadway #Loveyourboobs ♬ Confidence (sped up version) – Ocean Alley
Video source: TikTok
Want to keep up with the digital age and the evolving landscape of the sports industry? We’re here to give you a hand with social media and sports! When it comes to boosting your reach and building loyalty with sports fans, The Influence Agency can tailor sports marketing strategies for your brand.
Together, we can help reach your goal! We also specialize in athlete influencer marketing, allowing you to connect with the best athletes to represent your brand.
Connect with us today to get started!
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