What is a social media influencer in the context of sports?

A social media influencer in the context of sports specifically refers to individuals who have the ability to impact brand perception through their reach and engagement on social media platforms. These influencers can include a variety of personalities, not just professional athletes but also sports commentators, analysts, and even fans who have built a substantial following. Their opinions and endorsements can significantly shape how brands are viewed by the public, especially in a time when consumer trust in traditional advertising is waning.

The choice specifying professional athletes with a large following is a subset of influencers but does not encompass the full range of individuals who can influence brand perception in the sports industry. Sports teams with significant fan engagement and coaches with a strong public presence also play important roles in the sports world, but they are not defined as social media influencers in the same way that individuals who leverage social media to sway public opinion and brand perception are. Thus, the broader definition captures the essence of what a social media influencer is within the sports context.