An athlete who is serious about their sport in these modern times would have given a thought to social media and how it can be a catalyst to propel their careers forward. Now we are seeing athletes replicating the same reach that only traditional media channels like TV were able to generate with only a few posts on social media. This is presenting an enormous opportunity for marketers to work together with athletes in new ways that will bring a greater return on investment to their marketing budgets.

The scope for social media initiated endorsement is one that can be forecasted to completely revolutionise the way sports marketing is currently operating. For instance, the allure of social media is in its instant gratification and when applied to the endorsement industry, that can be translated into instant publicity. Additionally, the introduction of software in the same manner of FanFuel’s matching algorithm, gives brands the ability to make informed decisions and also provides for a more accurate and bona fide engagement between an athlete and a brand. The assertion is that social media profiles will have a currency and athletes will be able to manage their careers more easily with online tools such as the database administered by FanFuel.

The perks of social media initiated endorsement does not stop there, though. Besides the efficient and swift transactions, there is also the accurate analytical abilities social media can provide that other traditional mediums such as TV cannot. In essence, the measurement of audiences, authentic followers and their world-wide geographic position. Further, other benefits include the ability to do real-time tracking and optimisation, not to mention the highly targeted tools to draw in the intended audiences at the right time. Finally, the path to purchase is exponentially quicker and can be tracked.

In a world where social media habits dominate Internet usage, with 74% of users logging online to social media platforms, an athlete is inherently putting the future of their career at risk by not building their online presence. Using social media to draw interest from sponsors is also how FanFuel assists athletes.

The fact that social media facilitates an environment where information can be instantaneously distributed to online audiences throughout the world, is an interest point for sponsors in using highly influential athletes as ambassadors for their brands. The more exposure an athlete has online, the more publicity they can produce for their sponsors.

An athlete using social media to its full potential has the advantage of increasing their loyal fan base, being acknowledged for their sport and the ability to reach and connect with hundreds and thousands of fans all across the world. Take John Talty’s article regarding the way social media is paying off big time for NFL athletes who have built their brand on these platforms. If we juxtapose those benefits to an athlete who doesn’t use social media and solely relies on TV coverage, one can see where the decision to use social media can greatly enhance or undermine an athlete’s career. An athlete who is reluctant to use social media is wholeheartedly relying on TV to boost publicity which can likely fail to meet expectations.  What’s more is that social media is not just dynamically altering trends for the sports industry, this is happening in the modelling industry too whereby social media platform, Instagram, is helping mindful and determined models gain attention from major brands.

With all the technology and tools readily available, the need to be recognised by traditional mediums is outweighed by social media. At FanFuel, we believe athletes need not wait for TV to catch up when they have the power to broadcast their own narratives organically. This is one of the biggest turning points in the sports industry.

For more information, check out FanFuel’s website


Written by catherinelai

Catherine is a feminist and has a passion for writing. She has an irrational fear of germs and also a strong appetite for travelling. Using her BA in Communications, she works in the Not-For-Profit sector in Digital Marketing. She has a knack for neat hand writing and calligraphy and considers herself to be a great problem solver.

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