As the Paris Olympics approach, athletes are preparing not just for intense competition but also for an unprecedented social media frenzy. Starting on July 26, a unique side hustle will unfold over 16 action-packed days as Olympians seek to connect with fans, gain viral fame, and build personal brands on platforms like YouTube, TikTok, and Instagram. This shift highlights the rise of athlete influencers and underscores the growing importance of digital engagement in the modern sports landscape.
Athlete Influencers Power of Going Viral
American rugby player Ilona Maher exemplifies the power of social media for modern athletes. During the Tokyo Olympics, Maher went viral, garnering over a million TikTok followers despite rugby’s limited traction in the United States. Her teammate, Ariana Ramsey, inspired by Maher’s success, hopes to follow a similar path in Paris. Ramsey plans to produce four videos daily, aiming to build her online persona and eventually launch her own athletic apparel brand. “It’s so much pressure because there’s only so much you can plan for,” Ramsey told Reuters. “I can make a list of content ideas and try to execute them, but it’s more about capturing what’s relevant at the moment.” This real-time content creation strategy highlights the spontaneity and authenticity that audiences crave.
Supplementing Income Through Social Media
The reality for many Olympians is that they juggle multiple jobs to support their athletic careers. Ramsey is no exception. As an athlete influencer, she uses social media to supplement her income, earning one-off deals with brands and charging around $100 for an Instagram Reel or $50 for an Instagram story post. In the past, athletes might have needed a manager to negotiate such deals, but now, with the rise of athlete influencers, companies often reach out directly. “This is a whole second job,” said Ramsey, who also competed in Tokyo. The financial benefits of social media are undeniable, providing athletes with additional revenue streams that were previously unavailable. This new dynamic allows athletes to monetize their fame and skills beyond the confines of traditional sports sponsorships.
Opportunities for All Athletes
Athletes don’t need to be top-tier stars to gain traction online. Kate Johnson, Google’s global marketing director for sports, entertainment, and content partnerships, emphasizes that uniqueness is key. “You don’t have to have a big name. If you have something unique to share, brands want access to it,” she said. Johnson, a former Olympic rower, sees extraordinary new opportunities for athletes that didn’t exist when she competed.
The reach of social media platforms has grown exponentially. YouTube, owned by Google’s Alphabet Inc., had 1 billion unique monthly visitors in 2013, a number that doubled by 2022. This vast audience presents an unparalleled opportunity for athlete influencers to share their stories and connect with fans worldwide. “I feel like I have to do a public service announcement for Olympic athletes who have been in the zone, focusing on competing and training, and haven’t paid attention to how to monetize this moment,” Johnson added. The potential for athletes to monetize their Olympic experience is greater than ever before, provided they can effectively navigate the digital landscape.
Support and Guidance
Recognizing the importance of digital presence, some sponsors are stepping up to provide athletes with the necessary tools and guidance. Visa, for instance, offered their “Team Visa” athletes a masterclass in digital storytelling and engagement ahead of the Paris Games. This course, led by social media creators, included practical instructions on using platforms like TikTok and guidance on digital storytelling.
“Helping athletes engage with their fans and be more comfortable in this creative space was something of value,” said Andrea Fairchild, Visa’s senior vice president of global sponsorship strategy. Such initiatives highlight the growing recognition of the importance of social media in the modern sports landscape. Visa’s masterclass is particularly notable for its comprehensive approach, teaching athletes not only how to create engaging content but also how to understand and leverage analytics to maximize their reach and impact. By equipping athletes with these skills, Visa is empowering them to take control of their digital narratives and capitalize on the unique opportunity the Olympics present.
Managing the Dark Side of Fame
With increased visibility comes the risk of online abuse. A FIFA report found that one in five players at the 2023 Women’s World Cup were subjected to discriminatory or abusive content. Recognizing this, sportswear brand Asics partnered with data science company Signify to shield its athlete influencers from online harassment.
“We are acutely aware of the negative impact of online harassment and cyberbullying on mental health and are keen to help protect our athletes,” said Asics’ Global Head of Sports Marketing, Olivier Mignon. The mental health of athletes is paramount, and efforts to protect them from online abuse are crucial in the digital age. Asics’ partnership with Signify involves sophisticated algorithms designed to detect and filter out abusive content, providing a safer online environment for athletes. This proactive approach not only helps protect the athletes’ mental well-being but also sets a precedent for other brands to follow.
A Means to an End
Despite the challenges, athletes like Maher, who has over 590,000 Instagram followers, acknowledge the benefits of maintaining an online presence. “Do I wish I had to do it? No,” Maher said. “But I love what it’s done for me.” For many athletes, social media is a means to an end—a way to secure financial stability, build personal brands, and connect with a global audience. Athlete influencers, in particular, leverage their platforms to enhance their reach and impact. Maher’s candidness about the pressures of maintaining an online presence sheds light on the dual-edged nature of social media fame. While it offers substantial benefits, it also requires significant time and effort, often adding to the already demanding schedules of elite athletes.
The Future of Athlete Fame
As the Paris Olympics draw near, it is clear that the games will not just be a showcase of athletic prowess but also a battleground for social media fame. Athletes will strive to capture the hearts and minds of fans worldwide, leveraging platforms like YouTube, TikTok, and Instagram to build their brands and secure their futures. The era of the social media Olympian is here, and the world will be watching.
The integration of social media into the Olympic experience marks a significant shift in how athletes engage with their audience and monetize their talents. This new landscape offers both opportunities and challenges, and the athletes who can navigate it effectively will likely enjoy sustained success long after the games have ended. The Paris Olympics will undoubtedly set a new standard for how sports and digital engagement intersect, influencing future generations of athletes and fans alike.