In turn, social media can allow them to seek out sponsorships and endorsement deals. However, research also shows there are negative side-effects of social media use. It also exposes athletes to ...

College Athlete Sponsorship Deals Valued At More Than $1B - 04/02/2025. ... The survey notes that many of these athletes have a strong social media presence. For example, ...

The UC Davis athletic director said a collective gave Johnson $50,000 for what university records describe as “social media, appearances, autographs.” Photo by David Dennis, Icon Sportswire ...

Furthermore, both the league and Sephora will create custom social media posts and cross collaborations ... s sports fans ...

"I was so used to having cameras around 24/7 ... Oh, I gotta show my life on social media, show everyone who I am. People gravitated toward that." ...

Before social media became popular, most athletes depended on brands, TV, and news channels to stay in the spotlight. LeBron James changed that idea early in his career.

Social media and the modern athlete. Social media offers a way for athletes to build a community of followers, ... social media can allow them to seek out sponsorships and endorsement deals.

Social media enables athletes to build personal brands, seek sponsorships, and control their public image, but also exposes them to scrutiny, online abuse, and performance anxiety.