The Rise of Social Media-First Sports Fandom

Over the past decade, sports leagues and teams have been increasingly benefiting from a new entry point for fans: social media-driven athlete influence.

The Pre-Social Era: How Sports Fans Once Found Their Heroes

Traditionally, sports fans became connected to athletes by watching their performances on TV or attending live events. Admiration started with the athlete’s on-field talent, and as fans continued to follow their careers, they gradually became invested in their off-field lives through post-game interviews, documentaries, or magazine features. This path was always one directional: sports came first, then a personal connection followed.

Social Media as the Gateway to Modern Sports Fandom

In today’s world, athletes are often first discovered through their social media platforms, attracting dedicated followers who connect not with their athletic talent, but with their personality, values, and missions. As a result, an audience who may not have been interested in the athlete's sport previously become invested, tuning into games and supporting their athlete's team—ultimately becoming dedicated followers of the sport.

Take Jared McCain as an example. Before the 76ers and his time at Duke, McCain built a large following on TikTok by sharing fun, relatable content that blended his basketball journey with his engaging personality. Many of his 2 million followers were initially drawn to him for his off-court presence, but now tune in to watch him play, bringing new eyes to the NBA.

Similarly, Isaac Rochell, former NFL player, used TikTok to showcase his off-field life, from family moments to business ventures. Many of his followers weren’t originally NFL fans but became invested in his journey because of the personal connection they built with him. This engagement continued even after his NFL career, demonstrating the lasting impact of authentic social media connections.

These examples highlight how social media allows athletes to draw new audiences—many of whom weren't traditional sports fans—into their sports, driving viewership and engagement for teams and leagues.

A Few More Case Studies: Athletes Building New Fandoms

• Angel Reese, now playing for the Chicago Sky in the WNBA, exemplifies how social media-first fandom works. Nicknamed "Bayou Barbie" during her college career at LSU, Reese built a massive social media following by sharing her vibrant personality and behind-the-scenes content on platforms like TikTok. This following wasn’t just basketball fans—many of her followers were drawn to her for her authenticity and confidence, regardless of their previous interest in sports. Reese’s ability to turn her social media presence into a platform for building new sports fans underscores the power of athletes as influencers in today’s digital era. Her off-court influence translates directly into fan engagement for the WNBA and the Chicago Sky, bringing in fans who may not have followed women’s basketball before.
• Cristiano Ronaldo, playing for Al Nassr in the Saudi Pro League, is another powerful example of how social media can create new fandoms. With over 600 million Instagram followers, Ronaldo’s fame extends way beyond the world of football. His social media content showcases not only his athletic prowess but also his lifestyle, family, and global brand endorsements. When Ronaldo joined Al Nassr in 2023, his presence led to a dramatic surge in the club's global following. Fans who had never watched Saudi Arabian football began tuning in, drawn by their connection to Ronaldo as a global icon. Ronaldo’s ability to attract and retain fans across different leagues and continents demonstrates how athletes can bring entirely new audiences to teams, leagues, and even sports they weren’t originally invested in.

Athletes like Angel Reese and Cristiano Ronaldo are no longer just players—they are cultural icons who leverage their social media influence to draw in new audiences, boost team visibility, and drive revenue in ways that were unimaginable in the pre-digital era.

The Strategic Opportunity for Brands and Teams

Building authentic, long-term partnerships with athletes is key to unlocking the full potential of social media-driven fandom.

For teams, leagues, and universities, supporting athletes in growing their personal brands on social media pays dividends over time. As athletes expand their audience through their personality, values, and off-the-field content, their teams gain loyal, engaged fan communities that support both the athlete and the sport.

For brands, collaborating with athletes who genuinely connect with their followers can drive significant ROI. For instance, 47% of millennials report being more likely to purchase products endorsed by their favorite NFL players, underscoring athletes’ power to influence purchasing decisions. Women’s sports especially benefit from this trend, with 1 in 3 fans holding a more favorable view of brands that sponsor female athletes. These dynamics reflect a deeper, more personal connection that fans build with athletes and the companies that align with them.

Attracting New Audiences through Social Media-First Fandom

Social media has transformed athletes into powerful influencers, capable of drawing new fans into their sports by building personal connections online. For teams, leagues, and brands, the opportunity lies in leveraging these athletes’ social influence to reach untapped audiences, creating more engaged, loyal fanbases.