The benefits of social media in sports marketing

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“While there is fan focus on the games themselves, sports marketing is so much more than those individual events.” says Brogdon. “We strive to authentically grab attention and engage with our audience year-round.”

In the past, sports fans only saw game-day footage captured by professional broadcast crews using high-tech cameras and audio equipment. Today, meeting fans’ growing demand for content requires a small army of contributors. Everyone plays a role—from digital content teams and fan services to the athletes themselves—ensuring a steady stream of engaging content.

According to the 2024 Content Benchmarks Report, organizations in the leisure, sports and recreation sectors typically receive eight times the average number of inbound engagements on their content each day compared to other industries.
All those efforts reap big wins in terms of fan engagement. According to oman mobile database the 2024 Content Benchmarks Report, organizations in the leisure, sports ‌ and recreation sectors typically receive eight times the average number of inbound engagements on their content each day compared to other industries.


Sports marketers who step up to the social media plate can score major rewards for their franchises. Here are three ways social media strategies can benefit the teams they support.

It promotes fan engagement—even during tough seasons
A social-first media strategy allows teams to connect with fans in a less corporate, more relatable way, making teams less reliant on wins for positive engagement. The White Sox aren’t the first to pioneer this strategy. Brogdon was inspired by another big name in the sports marketing world: The Cleveland Browns.