Social media in sport

The reality is that social media now plays an increasingly fundamental role in a sportsperson's career. It offers them strategic and creative opportunities to further their personal agendas. At the same time, it provides a platform on which players can interact with fans on a level playing field allowing them to keep in touch with authentic opinions outside their sporting vacuum. At its best, social media can develop player exposure, raise public awareness, build brands, and ultimately enhance the sports industry's profitability.