Early sports media focused almost exclusively on performance, leaving little room for the personal side of athletes. Today, social media and behind-the-scenes content like NFL Hard Knocks are shifting that dynamic. Stars like LeBron James and Naomi Osaka are using their platforms to discuss mental health and social issues, building deeper connections with fans.
As fans demand more than just scores and stats, behind-the-scenes footage and shows offer an intimate look into athletes’ lives, helping break down the barriers between professional sports and their audiences. As technology has evolved, fans now expect more from the brands they follow, driving digital platforms to enter the sports industry.
Quick Highlights
- Personal connection for fans, especially younger demographics, makes them more likely to support an athlete or team.
- 70% of Gen Z fans keep up with social media posts and updates from their favorite teams.
- Netflix’s “Drive to Survive” achieved over 90 million viewing hours for Season 5 during its first few months.
- NFL Hard Knocks’ 2024 premiere smashed records, making it the most-watched premiere in the last 5 years.
- The “Caitlin Clark effect” led to a $136 million sponsor media value in the 2024 WNBA regular season, driven by increased social media engagement and fan interest.
- 31% of Gen Z sport fans want access to BTS content from athletes.
The Shift in Sports Media
Sports media was dominated by companies like ESPN, CBS, and FOX, focusing primarily on broadcasting rights, interviews, and highlight reels, often overlooking athletes’ personalities and team operations. This surface-level coverage didn’t give fans insight into aspects like training, locker room culture, or travel.
For example, Pat McAfee, once a low-profile punter for the Indianapolis Colts, became a household name after joining ESPN. His radio show and takeover of College GameDay allows him to showcase his fun-loving personality, connecting with fans on a more personal level. His engaging presence increased viewership in the 18-to-24 demographic by 34% compared to the previous year.
As platforms like YouTube, Instagram, and X gained popularity, athletes and teams found new ways to connect directly with their fans. This shift has fueled a demand for continuous content, with fans now seeking more involvement and connection beyond just the games.
NFL Hard Knocks Peels Back the Curtain
Behind-the-scenes footage allows fans to peek inside the lives of their favorite teams, making them more than just figures on a screen. This access creates a level of intimacy that was previously unavailable, helping to build deeper connections.
The NFL has capitalized on this trend through its in-house content development with NFL Films, showcasing players in dramatic, inspiring ways using exclusive footage. The content creates a new connection point for fans, making them feel closer to the athletes.
The NFL’s Hard Knocks series has been a successful avenue for offering fans a closer look at teams throughout the season. Recently, the series expanded to include off-season and training camp coverage, providing a more comprehensive view of team dynamics. During the 2024 season, viewers got an inside look at the New York Giants’ decision-making process regarding star running back Saquon Barkley, a storyline that sparked widespread conversation among fans.
Netflix and Formula 1 Draw New Audiences
Netflix broke into the live sports industry by broadcasting NFL/ NBA games and WWE’s Monday Night Raw, but initially lacked surrounding programming and storytelling. Formula 1, a major European sport, hadn’t gained significant traction in the United States until the league partnered with Netflix. To diversify their portfolios and tap into new fan bases, Netflix and F1 collaborated to create Drive to Survive.
Drive to Survive offers unprecedented access to drivers, managers, and team owners, providing fans with previously unavailable insights. The series has significantly expanded F1’s audience. Over 6.8 million viewers have tuned in globally, with 31% of the audience aged 18 to 29.
Viewers witness athletes navigating personal and professional challenges, from team politics to media scrutiny, deepening their connection to the sport. By showcasing intense rivalries and behind-the-scenes moments, the series drives loyalty among fans, enhancing their understanding of both the on-track action and off-track dynamics.
More Than The Game: Knowing The Ins And Outs
Due to social media’s popularity with younger audiences, sports teams have shifted focus to content beyond just the game. For example, 29 of the 32 NFL teams have joined TikTok. Each team averages 234,000 followers, highlighting widespread adoption and engagement across the league.
Several NFL teams, including the Los Angeles Chargers, use the platform to showcase roles that help athletes perform at their best. For example, the Chargers posted a video of their dietician preparing for game day, surprising fans with the behind-the-scenes look.
Other teams, like the Tampa Bay Buccaneers and New England Patriots, have followed suit. The Buccaneers highlighted the challenges of booking hotels for the team, while the Patriots gave fans an inside look at their equipment team’s preparations for a new player’s arrival.
When Athletes Become Influencers
Athletes are a powerful source of insider content, admired by fans eager to learn more about them. With the rise of social media, many athletes have embraced the role of influencers, using their platforms to build personal brands, connect with fans, and offer exclusive behind-the-scenes content.
Rugby star Ilhona Maher gained fame during the Paris Olympics with her relatable, empowering TikTok posts. Her social media presence helped her land a spot on Dancing with the Stars, and she’s now known for her authentic views on body image and the balance between strength and femininity.
While athletes often gain large followings based on their sports achievements, more are using social media to create exclusive content and connect with fans. Athlete influencers see a 3.9% engagement rate on Instagram, significantly higher than standard influencers. LSU gymnast Livvy Dunne, for example, has become a prominent figure despite gymnastics’ lower profile, sharing personal and athletic content to make herself more relatable to fans.
A New Future For Sports Fandom
Seeing athletes beyond the stat lines humanizes them, helping fans connect on a deeper level. More detailed and holistic coverage lets fans feel part of the team, enhancing the fan experience.
At Athelo Group, we specialize in storytelling that humanizes athletes, building personal brands and stronger fan connections. We highlight each athlete’s unique journey—like Chris Ruden, an elite powerlifter with Type 1 diabetes who uses his story to inspire others. We’ve helped him partner with brands like Eversense to strengthen his connection with his audience and make a positive impact.
The shift toward behind-the-scenes content reflects the changing nature of sports media. Simply covering the game isn’t enough anymore—fans want more insight into athletes’ lives and challenges. As the industry adapts, this deeper connection leads to greater fan engagement and loyalty.