Marketing esportivo digital: a importância das redes sociais na promoção de atletas

Abstract

This study investigates the role of social media in digital sports marketing, focusing on athlete promotion. With the growth of digital platforms, athletes have increasingly used social media, such as Instagram, Twitter, and TikTok, to enhance their visibility, engage with fans, and attract sponsors. Through a qualitative analysis of profiles and marketing strategies, this case study examines how different sports utilize digital presence to promote personal brands. The research addresses authentic and interactive content creation, building a loyal follower community, and the long-term impact of digital presence. Findings indicate that, when strategically managed, social media can expand athlete reach, strengthen audience engagement, and facilitate sponsor acquisition, establishing itself as an essential tool for digital sports marketing.