Changing the Game: Social Media's Impact on the Olympics

By Emily Selikoff

Media Analytics Executive

Photo courtesy of www.agilitypr.com

The global stage of the Olympic Games was noticeably altered by social media. Social media has allowed the worldwide Games to increase global reach and engagement in ways never seen before.

During the 2024 Paris Games, the International Olympic Committee (IOC) reported an increase in digital engagement including likes, comments and shares. There were an estimated 412 billion engagements across 270 million posts on social media representing a 290% increase from the previous 2020 Tokyo Games. The IOC’s own social platforms also gained a significant increase, generating 16.7 billion engagements, a 174% increase compared to Tokyo. These figures represent the shift in how people connect with the Olympics.

The new digital landscape is largely powered by the athletes themselves. Beyond their athletic contribution to their team, athletes are taking a new role as content creators, building their own personal brands. Social media has helped many athletes win over followers, fans, and sponsors even if they don’t win a medal. This opens a new outlet for athletes to generate income as Olympians do not get paid for their participation by the IOC. This also helps athletes build a career expanding beyond their sport.

American rugby player, Ilona Maher, is a great example of this. She gained popularity during the 2020 Tokyo Olympics, not only for her impressive on-field performance, but for her viral TikTok videos. She posted humorous, behind-the-scenes videos of life in the Olympic Village. In the short period of the Games, she posted 62 videos on TikTok alone. Her fanbase followed her to the 2024 Paris Olympics with one video alone gaining 20.8 million views. 

Since the 2020 Tokyo Olympic Games, Maher has used her platform to advocate for women's sports and body positivity, securing sponsorships with Secret, L'Oréal, and Sports Illustrated. Her partnerships built brand trust by showcasing authentic product performance through social media endorsement. For Secret, she demonstrated the product's strength during Olympic training. For L'Oréal, she highlighted their durable lipstick withstanding her rugby matches, fitting her signature look of wearing red lipstick on the field. Her sponsorship with Sports Illustrated Swimsuit featured her on the September 2024 digital cover, positioning her as a symbol of strength and breaking historical beauty standards, aligning with her personal brand and the magazine’s focus on inclusivity. Overall, this genuine celebrity endorsement increased brand visibility, built consumer trust, and drove sales by effectively engaging her fanbase.   

Photo courtesy of www.nytimes.com

Maher's story is just one of many that highlight the power of this shift. Similarly, the rise of “#GRWM” (Get Ready With Me) videos captivated audiences during the Paris Games. Athletes like Simone Biles used TikTok to share personable videos of her pre-competition routines. The conversational style allowed fans to feel a personal connection with their nation's athletes, seeing them not just as stars, but as people too. This built a stronger sense of community and pride, turning the audience from observers into active participants in the Olympic journey.

In an age centered on authentic storytelling and direct connection, social media is changing the way society is involved in the Olympics. The Games are no longer just about medals and national pride; they are about inspiring human success stories and shared global experiences. With the Games’ mission to unite the world through sport, social media is helping to achieve this goal by bringing us together in a shared digital space.