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Marcos Llorente and the irresponsibility of a sporting role model

Marcos Llorente and the irresponsibility of a sporting role model

by Javier Nieto | Apr 8, 2026 | Athletes'stardom

The latest controversy surrounding Marcos Llorente has once again centred on health. The Atlético de Madrid and Spain international has returned to that line of argument in recent days after a post about sunscreen and melanoma, following years of remarks such as, “If...
Alysa Liu and the Olympic effect: how the Games can trigger digital fame

Alysa Liu and the Olympic effect: how the Games can trigger digital fame

by Javier Nieto | Mar 25, 2026 | Athletes'stardom

Figure skating arrives at the World Championships in Prague, taking place from 24 to 29 March, but without the presence of double Olympic gold medallist Alysa Liu from Milano Cortina 2026, whose success not only placed her at the top of the sport but also turned her...
Social media and their entry into the distribution of sports media rights

Social media and their entry into the distribution of sports media rights

by Javier Nieto | Jan 23, 2026 | +More

The Bundesliga has redefined its audiovisual rights structure in the United Kingdom and Ireland through a platform- and format-based model that combines traditional broadcasters, OTT services and digital creators. The decision, effective from the 2025–26 season,...
Social media and sports: the harassment of Ibrahim Ghanem highlights an unresolved problem

Social media and sports: the harassment of Ibrahim Ghanem highlights an unresolved problem

by Javier Nieto | Sep 23, 2025 | IFs

Social media has become an essential showcase for athletes, a way to connect with fans and strengthen their public image. Yet that same exposure multiplies the risks: insults, threats, and added pressure that can destabilize even the most experienced competitors. The...
The project in the UK helping athletes grow their social media following

The project in the UK helping athletes grow their social media following

by Javier Nieto | Sep 1, 2025 | Athletes'stardom

UK Sport, the government agency responsible for funding and supporting Olympic and Paralympic high-performance in the United Kingdom, has launched the Athlete Creator Club, a pilot programme designed to help athletes strengthen their visibility, increase their social...
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