The Impact of Celebrity and Influence on the Marketability of Athletes and Sports

The power of celebrity—it can work its magic in places beyond the Red Carpet. In fact, sometimes it can be at a football game, basketball game, tennis match, or other competitive event. When megastars of music, film, or television are spotted in the stands or courtside as spectators at a game, it generates a lot of excitement and media coverage. Starstruck fans might tune in to the game just in the hopes of catching a glimpse of their favorite celebrity. Doing so creates an opportunity for those fans to develop an interest in a sport or team they may not have possessed previously.

Just look at the NFL’s Kansas City Chiefs. Press reports indicate that after singer and songwriter Taylor Swift started going to the Chiefs home games to cheer on tight end Travis Kelce, the team’s viewership, ticket sales, and merchandise sales climbed significantly. Even during the days leading up to the game, the “buzz” and anticipation surrounding the Chiefs is palpable as evidenced by press headlines teasing the question of whether Swift will once again be in attendance. While the answer to that question may be uncertain until game day finally arrives, one thing that is certain is that many of her fans will be watching to see if she is among those who are present. Craig Esherick, Academic Program Coordinator, and associate professor of the Sport Management program in the School of Sport, Recreation, and Tourism Management at George Mason University, recently offered his perspective on the impact that celebrity and influence can have on the ability of athletes to market themselves.

Social media allows athletes to channel their inner celebrity as a marketing tool.

Now that social media use has become universal, it is no longer necessary to enlist the help of a celebrity in raising the visibility of a sports team or player. Athletes, both professional and college level, can do that alone through social media. Apps such as TikTok, Instagram, Snapchat, and YouTube provide athletes with an opportunity to market themselves and to create their own personal brand. The NCAA (National Collegiate Athletic Association) rules on ‘Name, Image, and Likeness’ (NIL) have made it easier for student-athletes to do that. The 2021 policy enables student-athletes to monetize their personal brand and to engage in product endorsements, sponsorship deals, and other activities where they receive compensation from third parties for use of their name, image, and likeness. The NIL policy has created new avenues by which student-athletes can market themselves and generate income.

Building a personal brand on social media requires athletes to connect with the fans that follow them by being “real.”

Social media can be a valuable tool by which an athlete can build their brand and increase their marketability. But to be successful in this endeavor, an athlete needs to do more than just establish an account on TikTok or Instagram. They must connect with their followers by being “real” which involves sharing a bit about who they are and what they like to do in their personal lives. Like any other individual, athletes have personal lives that are separate from their jobs. Through social media, athletes can strengthen the connections they enjoy with their existing fan base and cultivate connections with potential new fans.

Being Relatable

If an athlete posts a video or a comment about their daily routine that might include updates about a movie they saw, a book they are reading, or a new energy drink they tried, it becomes easier for the average fan to identify with that athlete because these are “everyday” activities that a lot of people can relate to. This can help reinforce the bond that the fan feels for the athlete. These fan connections and the influence that an athlete has with their followers on social media can be leveraged in successfully negotiating marketing contracts with corporations for product placement or sponsorship.

Athletes should not post anything that is potentially controversial.

While it is important for athletes to be genuine when they are online, they should avoid posting any personal information or opinions on social media that could damage their credibility or ability to market themselves. The validation an athlete might obtain from receiving “likes” on social media can just as easily result in a public backlash if they post their thoughts on a polarizing or divisive topic, such as politics. Posts on controversial issues can stir strong emotions in people—both positive and negative. This can have an impact on how an athlete’s image is perceived by the public which, in turn, can affect their marketability. The advice to athletes is simple—think twice about what you post on social media.

A social media presence can extend an athlete’s public reach but can also expose them to online abuse.

As described here, creating an online social media presence can be an excellent way for an athlete to extend their public reach. But it can also expose an athlete to online abuse that is unprovoked. This was made apparent by the findings from a pilot study of online harassment in college sports released by the NCAA in October 2024. The study involved the use of an AI-powered algorithm to analyze public comments on the social media accounts of student-athletes, coaches, and officials who participated in seven NCAA Division I championships and the College Football Playoff National Championship.

Out of 1.3 million posts, the algorithm identified 72,000 messages that contained content characterized as potential harassment. Further analysis confirmed that 5,000 of these posts were abusive, discriminatory, or threatening in nature. The study determined that 80% of “verified malicious content” was directed at players in the March Madness tournament with participants in the Women’s tournament receiving almost three times the amount received by individuals in the Men’s competition. The study results indicated that online sexual abuse was widespread, accounting for 18% of the derogatory comments flagged by the algorithm. In a statement announcing the study, the NCAA described the scale of online abuse revealed by the findings as “jarring.”

To learn more about degree offerings in the Sport Management program within the School of Sport, Recreation and Tourism Management at George Mason University, please visit the program website.