The digital era has made the personality of an athlete as vital to the game as their performance on the field. Those days are long gone when the athlete was reckoned upon only because of their excellence in sport; it's the off-field persona that makes them more meaningful now. Social media has given them the opportunity to be in control of an athlete's image, directly speaking to millions and creating a personal touch with the fans. The birth of this new change has ushered in the emerging athlete media personality, one so uniquely new – a new influencer model. They are influencers as they not only drive the brand but also drive the influence of media and fan loyalties. In this blog, we explore how athletes change the style of media attention, the decisive role of the social media athlete and the extent to which they pull the thread that spins the fabric into a full-fledged media event.
Traditionally, sports journalists used to be the tellers of the stories that would bring people reminders of landmark moments and build their stories around athletes. Nowadays, thanks to social media, the current crop of athletes is the ultimate narrator. Instagram, Twitter, and TikTok platforms have become a direct channel for them to interact with their fans, communicate their thoughts, share their routines, explain personal struggles, and campaign for causes they believe in.
This level of access and authenticity makes an athlete less of a performer and more of a relatable figure whom the fans would strongly connect with beyond the sports context. The media personality of an athlete may thus now become a decisive criterion for success and impact, whether it is in terms of financial gains on endorsement or even in terms of cultural influence or fan engagement.
For instance, through sports, LeBron James, Naomi Osaka, and Cristiano Ronaldo have become influencers who balance athletic success with a robust social media presence. Their online personas and causes propel media coverage much beyond their sportive achievements. Indeed, outspoken advocacy for various social issues from LeBron, openness around mental health issues in Osaka, and the crafted social media brand of Ronaldo are some examples of how modern athletes use their platforms for influence.
When athletes speak out directly, the resonance also spreads into the dominant mainstream media; more often than not, journalists respond to and interpret, rather than break themselves, what athletes are sharing online. The medium in which athletes speak is the message because the media coverage of them is becoming increasingly about their online persona and public declarations. Take, for example, the way in which when an athlete tweets a social sentiment or posts an authentic story on Instagram, news outlets will take it and distribute it as if it's a much bigger story than it actually is.
One of the main reasons social media athletes go viral is relatability. By sharing behind-the-scenes glimpses into their daily lives, struggles, and the rest, fans get a glimpse of the person behind the uniform rather than some distant celebrity. That makes them approachable and, therefore, more influentially powerful.
A perfect case in point is NBA star Giannis Antetokounmpo. He posts updates with the public to view his humility, love for family, favorite foods, and even his insecurities, making him one of the league's adorably dearest players. Megan Rapinoe, the soccer athlete, uses social media to push various social justice causes that add to her athletic reputation and make her an outspoken and relatable personality. This relatability further solidifies their fan base and ensures their off-field activities are highly covered by the media, making their house names a lot beyond their sport.
As the influence of influencer athletes grows, so does the recognition of their value by brands. While once exclusive only to a sports manufacturer such as Nike and Adidas, today, the same athlete ambassadors are prominent across luxury fashion, tech gadgets, lifestyle products, and wellness brands.
Generally, the ability of an athlete to influence brand perception largely relies on media personality. Relatively strong, authentic, and socially aware athletes tend to attract competitive contracts since they can relate with consumers on a much deeper level. For example, Tennis icon Serena Williams's personality, coupled with her women's rights advocacy, make her one of the most coveted partners for financial services and luxury fashion. In the age of digitality, brands are no longer interested in seeking an athlete with which to showcase a product but instead, a personality that will best fit their brand's values and, knowing that a social media athlete will clearly convey their alignment to their followers.
While these superstar athletes continue to hoard media attention, social media also offers a means through which niche athletes can establish followings and develop unique media personalities. It is now, therefore, possible for the athletes of even the less mainstream sports to post content that might speak to that subculture and create a fan base, through TikTok and YouTube and other platforms.
Athletes such as gymnast Katelyn Ohashi or skateboarder Nyjah Huston have utilized social media to demonstrate their talent, personalities, and training regimens. They don't rank at the top of professional leagues, but they do attract their fans' attention. For instance, Ohashi became a social media star when her viral routines started to be covered in the press, which eventually helped her secure brand deals. Social media athletes are an example of how personality can create engagement for any sport.
The media personalities are not all created equal. Some athletes take on controversial positions or bring such personality that draws obsessive media attention. Athletes like Conor McGregor in MMA or Kyrie Irving in the NBA epitomize players' bold statements, and contentious actions create a media frenzy. The digital world gives athletes the freedom to speak freely, yet this freedom brings scrutiny.
When controversy does exist, it will damage the brand deals and also the general public reputation of the athlete; however, it raises the profile of an athlete, keeping them in the news. The constant media attention afforded to such controversial figures aptly illustrates that in a digital era, even bad publicity is beneficial to the influence of an athlete.
For all the benefits, being a social media athlete also has its share of problems. Keeping the image positive, dealing with the criticism, and finding time for personal life amidst a public persona is mentally taxing. The pressure to stay connected and provide fans with content regularly leaves one burnt and, at times, compromising one's mental health.
Articles by athletes like Kevin Love and Simone Biles, Michael Phelps are but a few examples of how perpetual media attention puts athletes under immense pressure. Athletes are not just sharing their experiences on mental health but are moving the media narrative in the process. Being authentic makes their media personalities even more vital because, behind the glamor of performing on the field, athletes are human beings with personal struggles, personal triumphs, and personal values.
Because the media are also transforming, so is the extent to which athlete personalities have over-upping their coverage. Modern tools and digital platforms would mean that the modern athlete is in control of much of their narrative, and hence, not just influence what is reported but how the fan interacts with the sports going on. And this is what is emerging: athletes are beginning to use NFTs for selling exclusive content, personal apps, or even virtual spaces in the metaverse. So, the athlete and fan relationship are going to get even more interactive and immersive.
For instance, with artificial intelligence and data analytics linked to social media, athletes will be in a better position to understand the preferences of the audience and fine-tune content to tap into something that is much more profound. Here lies an unwinding endless possibility for media coverage of athletes as they appropriate technology to shape their brands and move in all directions across the gamut of sports and culture.
Sportspersons are no longer the only competitors in the new media. They are influencers who build cultural discourse and loyal followings and influence narratives by brands. As athletes embrace the role of social media athlete, they are redefining precisely what it means to be an athlete beyond a sport in becoming voices that resonate with fans all over the world.
The future of sports media coverage belongs to those who perfect the game of personality. Whether using humor, advocating causes, or simply showing their human side, athletics personalities are building an unprecedented space in the digital world, proving that influence and impact stand much further than game-day performance.
This content was created by AI