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.


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