We live in the age of multimedia, where celebrities can be created overnight and establish a global following without trying very hard. Most of us are constantly checking for news on our smartphones and computers, and stories about famous people are among the most attractive ones that pop up. Popular culture is driven by stars, most notably athletes, entertainers, movie stars, etc., and we are all guilty of indulging in their adoration.
Sports is increasingly being sucked into the pop culture, while the most successful players are becoming marketing engines that have influence far beyond their geographic location or area of expertise. It’s very interesting to try and analyse the factors that are driving this process of fusion between athletic competition and mass-media following.
Globalisation of Sports Increases the Number of Fans
Back in the day, watching sports was mostly a local affair. Most fans supported clubs from their own cities, and only paid attention to international competition during big tournaments. Since technologies like satellite television and the internet made it super-easy to watch any sports event on the planet in real time, we are witnessing a process of globalisation of sports that is progressing very quickly. It’s commonplace for top competitors to play as mercenaries in foreign leagues, and the best teams in soccer, basketball, or hockey tend to be comprised of many different nationalities. All of this contributed to global popularity of the best athletes, regardless of their country of origin. It also greatly increased the total number of casual and dedicated fans around the world, while at the same time opening new space for commercialisation of sports.
Wall-to-Wall Coverage in Real Time
These days, it takes only a few clicks to learn anything about sports and get all kinds of visual details – action photos, fan-recorded videos, content made by the players… virtually anything. Sports fandom is now a 24/7 activity, with new bits of information constantly arriving through a range of digital channels. Much of the coverage can be picked up for free, so you don’t really have to own season tickets or pay a premium channel subscription to catch all the action. Big leagues are actively embracing this ‘democratisation’ of sports, as they are fully aware they are investing into a new generation of lifelong fans. Supporters can also interact with their favorite players and teams by predicting the outcomes of games, which is now easier than ever thanks to the emergence of legal Canadian sports betting sites.
Celebrity Marketing and Monetisation of Sports
A handful of top athletes are dominating the media cycle and are frequently featuring in advertising campaigns for large brands. Sports superstars are fully fledged celebrities, with enough marketing ‘juice’ to match A-list Hollywood stars or chat-topping pop singers. By appearing in commercials for products that have nothing to do with sports, these superstars are crossing over into the mainstream culture and becoming widely known to the masses that don’t watch the games. While this phenomenon isn’t new, modern generation of athletes and their managers are actively thinking about their endorsement value and developing long-term partnerships with big companies early in their careers. It could even be argued that loyalty to sponsors has replaced the allegiance to a single club, for better or for worse.
Social Media as a Cultural Amplifier
To fully understand how sports and pop culture interact and overlap, we have to take the impact of social media into account. This medium has been instrumental for expanding sports coverage and making it nearly instant, bringing fans into direct contact with athletes. Sports journalists and online influencers are reaching broad audiences on social media with their reporting and analysis, while even regular Joes often post gameday pictures or other content that feeds into the public discussion. Basically, social platforms are spreading images, game clips, player interviews, statistics, and other types of sports trivia much further than traditional media ever could. In effect, everything that occurs during a sports event is through with a magnifying glass, and every element of the competition is talked about by millions of people – some of whom might be located thousands of miles from each other.
Athletes Looking for an Outlet for Self-Expression
Athletes are not passive recipients of worldwide affection by the mainstream society – they are seeking it through their on-court and off-court actions. From colorful hairstyles to participation in community initiatives, figures from the world of sports are doing everything in their power to earn a moment in the spotlight. Modern athletes are looking for ways to expand their social role and get recognition for more than just feats of physical excellence. Many among them are trying their hand in high fashion, the investment sector, or media broadcasting and their previous fame and accumulated wealth can help them get a jumpstart. There is no shortage of retired players turned bloggers or podcasters who are hyping up (or bashing) the current stars in order to get clicks. This factor is often overlooked, but it contributes significantly to the mixing of sports fandom with celebrity culture and global superstardom.
