soURcEs fOr My PApEr

Athletes in Social Media: An Untapped Marketing Resource (Website)

This article written by Brian Kotlyar explores the benefits of using athletes and social media in order to market better and smarter. It is an informative piece that describes the obvious reasons for why companies would want to use athletes through social media and how they have begun to do it. This is an explanatory piece to those who may be uninformed or unaware of why there has been a recent increase in the usage of athletes on social media promoting a product or service. Instagram alone has blown up with athletes, celebrities, and fitness professionals promoting products. Kotlyar begins by explaining that we, as consumers and people in general, have perfected ignoring paid, company made advertisements. So companies have taken to social media, the only problem is that they do not have enough followers, but their athlete promoters do have enough followers. Brian explains that Cristiano Ronaldo has twice as many twitter followers as Coca-Cola, McDonalds, and Starbucks combined. This realization article speaks perfectly to the point I am trying to argue, that athletes can bring revenue to a franchise in ways that had never been considered before. An athlete can send out a single tweet and increase attendance or viewings of a sporting event just like that, he does not even have to play. Because of the wide audience that follows the athlete he/she has the power to influence their audience to watch, buy, attend, or listen to things that they may never have heard of beforehand.

Cristiano Ronaldo Heads The Most Popular Athletes On Social Media (Website)

This site dives into the influence again that athletes can gain from social media. Unlike the previous article, Forbes goes a step further and begins to explain and quantify the value that players add to a franchise just by bringing their online fan following with them. The article’s audience is directed towards those, like myself, who are interested in knowing just how much someone’s presence can be valued at. Cristiano Ronaldo “delivers tremendous value for Real Madrid, which ranks as the world’s most valuable soccer club at $3.3 billion, and he is richly rewarded by Real with more than $50 million annually in salary and bonuses.”; this is just one example of how teams quantify the social media presence that athletes bring to the table. The article goes on to list more numbers, relating the number of views or number of followers that an athlete may have to his/her earnings. This is relevant because from these numbers I can already see a clear trend of athletes with more followers earning more than athletes of the same calibre who have less followers; all because of their ability to draw attention and revenue to their team and sponsors.

Unique Strategies For Using Social Media in Sports Marketing (Website)

This website instead of writing about how athletes can increase their “stock” in the world of sports, writes about how teams can use their athletes’ influences to their advantage in order to make money. Instead of going towards the audience that wants to know how do athletes better their own chances of staying on a team or being paid more, goes towards the audience that is curious about how teams can actually generate revenue and “buzz” from their athletes’ social media accounts. Instead of allowing the athletes to dictate and create buzz teams are now beginning to do their own thing and rely on their athletes to draw attention to the team’s social media. By starting hashtags on twitter a team can create buzz about their upcoming games and trades so that the fans are more in tune with the team. By using social media the team can inform the fans more quickly of things that are happening, creating a better more intimate relationship which then creates more revenue through sales of tickets and merchandise. In addition to leveraging your players the article explains how a team can create a voice for themselves through social media by “spreading original content”, doing “a showcase on a high-profile player”, or breaking “down down the history of the rivalry between your organization and another”. This draws a buzz from the fans and in return gains excitement for upcoming events, making the fans more likely to buy tickets or watch the game because they now know more and feel more invested in what is happening. This also helps my argument because it allows me to illustrate not only how teams use players to draw more fans to their games, but to the team’s social media accounts as well. Then by having more fans follow their account they can create their own buzz by feeding it to a bigger fan group, thus creating more growth and revenue.


Possible Research Questions

  • How do players’ social media accounts and relative “popularity” affect their value to a team?
  • How does the relative popularity of players on social media affect the attendance, profits, jersey sales, etc. of a sports team?
  • Is there a way to quantify what a player adds to a team by looking at their social media?
  • Should a player’s social media presence be considered in addition to their talents when being considered for a trade or draft?


For the most part, the only type of research I have done in my life thus far has been for school, whether it be a research project, or research for mock trial. When I first began to have to research for homework and for different clubs I found that I was NOT a big fan of research. It was laborious, tedious, and I thought that I could do a much better job of proving a point by just going off of what I already knew. So, I would try to cut corners and rely on my ability to convey points without exactly backing them up with facts, which led to me oftentimes having to fill the gaps of my argument with what I assumed to be facts. I quickly realized that this was not a strategy that would benefit me in the long run of life. My grades began to decline as teachers started calling me out on my “findings”, and it became apparent that I was using filler answers that didn’t really do anything to show research or reflection of any sort.

This was during a period of time where students began to start doing research and turning in work that was far superior to mine, because I had obviously not done research and was unable to go as in depth or provide competitive work. Similar to when a naturally talented athlete begins to get surpassed by the athletes around him who continue to practice to get better, instead of coasting off of raw talent. I quickly realized that I needed to start “practicing” and learn to do research so that I could once again compete with my classmates.

Now I recognize that though research may take more time than just going with your gut feeling, it is better to enter an argument fully prepared and researched. By doing this I am able to have a better understanding, and give myself a better chance at succeeding in proving my point. Which has come in handy for mock trial, and especially so for Notre Dame, where everyone is way smarter and I find myself constantly trying to research more so that  I can stay ahead or catch up.

Save the Twinkie

save-the-twinkieThis is a comic I came across a couple years ago during the dark ages where it seemed as if we may lose our treasured Twinkies forever. But, if you have not been living under a rock for the past five years, you know that we did finally get our beloved “snack” back. I feel back calling a twinkie a snack since that makes a person think of food, where you can clearly tell by looking at a Twinkie that it is not food. I am not sure what it is, and I am not hating on Twinkies by any mean, but they are something else and continue to confuse me to this day.

The central argument in this comic surrounds the will of people to rally behind a worthwhile cause. The comic makes light of the people trying to save the earth, by showing them compared to the hoard of Twinkie crusaders. The issue is that this was a very real thing back when the Twinkie was gone. The media attention and uprising that occurred when the Twinkie went away outweighed any attention to saving the earth by massive amounts. This is not an isolated incident though. There are many issues with our earth that we need to address, and that pose very real threats to us. Whether it be global warming, animal extinction, or any other of the plethora of issues that we have with our earth today, there is very little coverage and attention even though it is such a big issue.

There are multiple different types of snacks out there that are just as good, if not better, than a Twinkie. As far as I know currently, there is only one earth. The author of this comment strives to bring attention to the fact that we need to prioritize our problems and address the ones that can do the most damage to us if we don’t. Yes, it is great that we brought the Twinkie back; and it is a testament to what we can do as human beings if we put our hearts and minds into it. That being said though we need to direct our attention to the bigger more impending issues at hand, rather than the ones that pose little to no threat to us at all.

By making light of this whole issue the author hopes to bring attention to our silly doings; that by pointing out how stupid we are for overlooking the truly important issues in life. Because if we continue to chase things that we want, rather than fight for what we need, we will soon cease to be able to do anything because we will have lost all of the things that we need. And, to me personally, I like the earth a little bit more than I like my junk food.