In 2024, female athletes have proven that the power of social media is no longer exclusive to their male counterparts. Through platforms like TikTok, women have not only connected with their followers more directly but also influenced the global sports landscape in unprecedented ways. From sharing their experiences at the Olympic Games to voicing their opinions on social issues, female athletes have used these tools to build a solid and authentic personal brand, placing them at the forefront of the industry. According to The Guardian, this phenomenon has been so significant that it has even eclipsed the presence of men on social media.
One key factor behind this impact is authenticity. Athletes such as Simone Biles, MyKayla Skinner, and rugby star Ilona Maher have utilized TikTok to share moments beyond their competitive lives. Biles, for instance, posted a message following Olympic celebrations that sparked widespread discussion, while Maher, with her candid demeanor and strong social media presence, has shown how to be more than just a competitor. In Maher’s case, her honesty and ability to connect with her audience have made her one of the most popular figures, surpassing even traditional sports expectations.
THE RISING INFLUENCE OF WOMEN ON SOCIAL MEDIA
Female athletes are not only showcasing their achievements but also using their platforms to address critical issues. According to a report by The Guardian, during the 2024 Olympic Games, female athletes accounted for 69% of TeamGB’s TikTok content, outshining their male counterparts in visibility. Athletes like Ilona Maher and Tilly Kearns, who dominated online conversations, have used social media to share their thoughts, concerns, and accomplishments, transcending the sports world. This trend has become a benchmark in a sphere historically dominated by male voices.
Additionally, social media has created new opportunities for women in sports to build their personal brands. Through these platforms, female athletes can connect with their followers, share glimpses of their daily lives, and present a more relatable image of their profession. This phenomenon has not only amplified their exposure but also opened doors for sponsorships and even social activism.
THE CHALLENGES FOR ATHLETES
However, not all is positive. The same power that has elevated their visibility has also brought a darker side. The Guardian notes that female athletes disproportionately suffer from online abuse, much of it related to their gender or sexuality. The cases of boxers Imane Khelif and Lin Yu-ting, who faced destructive online comments about their gender eligibility, highlight the risks women encounter on these platforms. Hate attacks can have devastating effects on their careers and emotional well-being.
It is crucial for sports federations and organizations to acknowledge these risks and take measures to protect their athletes. While tools like AI-based systems are being implemented to detect abuse, more work remains to ensure a safe and fair environment for women in sports.
