Abstract

In the digital age, social media has become an essential tool for athletes, not only to engage with fans but also to build their personal brands. This paper explores the impact of social media on athlete branding and performance, considering both the positive and negative effects. Social media platforms such as Instagram, Twitter, and TikTok allow athletes to engage directly with their audience, creating personal narratives that extend beyond their sports performance. However, the pressure to maintain an online presence can also influence their mental health and performance on the field. This paper examines the complex relationship between social media, athlete identity, and performance, offering insights into how athletes navigate this new digital landscape.