"The business model of athletes relies on social media": sports communication disrupted by the internet
Published on Reading time: 2 minutes.
Hugo Beurey and Ferdinand Ludwig during the Olympic rowing competition in lightweight double sculls, in Vaires-sur-Marne, on July 28, 2024. Alexandre Marchi / L'Est Républicain/MaxPPP
Disrupted by new digital media, the sports world is still only at the beginning of its reflection on the best possible use of social networks to gain visibility. The question of training athletes to understand these new communication tools also arises.
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Sport in the age of social media
For most French sports federations, the evidence became largely clear with the previous Olympiad leading up to the Paris Games: social networks are everywhere, forcing leaders and athletes alike to think about their uses, their advantages, but also the excesses they generate.
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