rugby team lined up

Social media for sports has become an essential tool and a powerful way to engage with fans in recent years. With the rise of platforms like Facebook, Twitter, Instagram, and TikTok, teams now have access to millions of their fans and an easy way to engage with them. Sharing news, updates, and behind-the-scenes content has never been easier.


With the help of social media, teams are no longer limited to traditional media outlets and reaching your audience in real-time creating a two-way conversation has never been easier. So, how can your team use social media to your advantage? Here are some tips:

Engage Your Audience In Real-Time

Real-time engagement and content is a hot trend in social media right now. Your games happen in real-time which is one thing that makes sports so buzzworthy. Your audience wants to see live updates and feel like they’re really there on the field with you even when they can’t be. Not to mention, they want to speak their minds and engage with the team if they can. Some popular real-time content ideas include:

  • Live Tweeting events like games, press conferences, or drafts
  • Using game specific hashtags and encouraging fans to do the same
  • Gathering fan feedback on Instagram or Facebook through polls or Q&A sessions
  • Going Live on Instagram or Facebook and sharing real-time video content of an event

Build A Strong Social Media Presence

To engage with fans effectively, you’ll need to build a strong social media presence. This includes having active accounts on the major social media platforms and keeping them up-to-date with the latest team news. When it comes to utilizing social media for sports, consistency is key. 


filming documentary

Share Behind-The-Scenes Content

Fans love to get an inside look at what goes on behind the scenes of their favorite sporting events and teams. Your team can use social media to share exclusive content like photos and videos from practices, locker room interviews, or behind-the-scenes looks at games and events. Instagram and Facebook Stories work well for sharing this kind of content and are quick and easy to put together, you can simply point and shoot. As we’ve talked about before, FOMO (Fear Of Missing Out) can be an incredibly powerful motivational tool that is accentuated through the use of social media. Tap into your fans’ FOMO by posting behind-the-scenes content and get them excited for your next game.

Engage With Your Fans

The most obvious use of social media is engagement. Using your platforms to interact with your fans through likes, comments, user-generated content, and interactive elements like polls or Q&A. It also provides the perfect platform for creating exclusive content just for your fans. All of which can help create and foster a strong bond between your fans and your team, making them feel more connected. 

Run Promos and Giveaways

If your team does any sort of giveaways or promotions, social media is a great place to highlight those. You could offer tickets, merchandise, or other exclusive perks to fans who follow you on social media or engage with your content. It’s a simple way to engage fans, bring in some fun, and create buzz around your event or game. When using social media for sports, your fans are more interested in fun team content and engaging with you than anything else.


man wearing red clown nose laughing at his desk

Embrace Humor

While social media is a great place to promote your team and connect with your fans, it’s also a great place to have a few laughs. Funny, engaging content performs well on social media and most fans appreciate the lightheartedness and break from the norm. It’s a fun way to show off your personality, let your team get a bit goofy, and has the potential to go viral. Fans want to be entertained on and off the field, and what’s more entertaining than your favorite mascot doing the newest Tik Tok dance? Memes and humor allow your fans to feel more connected to your team.

Sell Tickets

If you sell tickets online (and if you don’t here’s a few reasons why you should), social media is the perfect avenue for promoting those tickets and often simplifies the process for fans. Sometimes finding the right website for sport event tickets can be tricky and involve a lot of googling. By placing the link directly in your team’s Bio on social media, fans can access tickets instantly. Not only can you promote the purchase of sport event tickets through your posts, but you can also give away tickets and build up the hype around games - pushing fans to be more excited to attend your next event.


Did you know Passage works with hundreds of sports teams each year, helping them reach more fans and sell more tickets? We know sports and we have the features you and your fans are looking for. Schedule a demo or onboarding call with our team to learn more.


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Game Time!

Social media for sports has become an essential tool for teams who are looking to connect with their fans and promote their team/brand. With the help of social media, your team can reach millions of fans in real-time, engage with them, and create two-way conversations. And don’t forget to throw in a little humor every now and then.


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