As the Milan Cortina Olympic Games approach, Canadian athletes are increasingly turning to social media as a vital source of funding and sponsorship. With the landscape of athlete marketing evolving, many are now leveraging their personal accounts to enhance visibility and attract potential sponsors, transforming the way they engage with fans and brands alike.
A New Era of Athlete Marketing
In the past, athletes were bound by strict regulations set forth by the International Olympic Committee (IOC), particularly Rule 40, which limited their ability to promote personal sponsors during the Games. However, following mounting pressure from athletes, the IOC relaxed these rules during the Tokyo Summer Olympics in 2021. This pivotal shift has allowed athletes to actively cultivate their online presence, making it a significant component of their financial support network.
Canadian cross-country skier Xavier McKeever highlighted the importance of this development, stating, “For sure, athletes with big followings are making money off social media and able to reach new sponsors. We call it building your brand.” With the ability to connect directly with fans, athletes can now market themselves outside traditional advertising channels.
The Balancing Act: Training vs. Content Creation
While the opportunities presented by social media are vast, they also come with challenges. Many athletes find it difficult to juggle their training and competition schedules with the demands of creating engaging content for their followers. Bobsledder Cynthia Appiah voiced her struggle, saying, “I would love to post more. I just never could create the content because I’m so focused on training.”
Moreover, sponsorship agreements often include social media obligations. Freestyle skier Rachael Karker noted, “Half of the contracts you get from big sponsors involve social media. Previously, they would just take your picture for a billboard. Now, the main way people advertise is through social media.” As a result, the pressure to maintain an active online presence can feel overwhelming, especially for those whose primary focus is their sport.
The Power of Personal Stories
Despite these challenges, personal stories and relatable content can significantly boost an athlete’s following. Biathlete Adam Runnalls experienced this firsthand after sharing his unique approach of bringing knitting needles to the Olympic Games. His post resonated with many, causing his follower count to surge from 1,600 to over 28,000 in just a few days. Similarly, figure skater Madeline Schizas captured attention with a viral post requesting an extension on a university assignment, demonstrating that authenticity often resonates more powerfully than polished promotional content.
The generational divide among athletes also plays a role in how they navigate social media. Younger competitors, like ski jumper Abigail Strate, view social media as an integral part of their athletic careers. Strate, who boasts over 18,000 followers, remarked, “When I started looking for sponsors, it was like, ‘OK, how am I going to do this?’ The best way to do it is to grow an online presence.” In contrast, older athletes like speed skater Laurent Dubreuil perceive social media as a burden, even as they acknowledge its necessity for connecting with fans and sponsors.
The Social Media Landscape: Unequal Opportunities
The disparity in social media success among athletes can often depend on the sport they participate in and the resources available to them. While some athletes, like veteran snowboarder Mark McMorris, thrive on social media with substantial followings and lucrative brand partnerships, others may struggle to gain traction. McMorris, with his 817,000 Instagram followers, has successfully utilised his platform to promote both himself and his sponsors, stating, “Social media allows us to promote ourselves, and it’s helped financially in my career.”
However, the reality remains that not every athlete has the same access to marketing resources or the comfort level required to engage with their audience effectively. Agents and agencies can provide assistance, but many athletes are left to their own devices, trying to generate content that resonates.
Why it Matters
As the landscape of sports marketing continues to evolve, social media emerges as a crucial tool for Canadian athletes seeking financial support and brand partnerships. This shift not only enhances the visibility of athletes but also reflects broader changes in how sponsorship and marketing operate in the modern era. As the Milan Cortina Games approach, the ability to engage with fans online may well prove to be as important as the athletic prowess displayed on the world stage. The intersection of sport and social media is reshaping the Olympic experience, highlighting the importance of personal narratives and authentic connections in an increasingly competitive environment.
