From Logos to Likes: How Social Media Redefined College Athletics

By Max Berkson

Branding Executive

College rivalries have expanded from the field into your devices. On your social media platform feeds, brands and logos now take on new forms. Traditions that were blended into school identity and culture now reach millions of viewers in just hours. They have transcended to memes and viral buzzer-beater clips. College sports haven’t been replaced; but rivalries have evolved through a new digital age. 

Photo courtesy of X

Sports nowadays aren’t just held on game days. Platforms like Instagram, X, TikTok and even Facebook give fans and athletes the ability to create game day conversations depicting victors and losers. Hysterical memes and college athletics rankings create stronger fan engagement. Rivalries as old as time drive people even further into the sports madness on social media platforms. Take Duke vs. University of North Carolina Chapel Hill, for example. During March Madness, UNC and Duke fans were flooding platforms with highlight edits, reaction memes and even split-screen duets to rival each others’ competency. Hashtags like #BleedBlue or #GoHeels are huge gateways to drive views and interactions online. College athletes also create rivalry traction on social media when they post to hype up fans, share post-game reactions and personal branding. According to the Football Ground Map, there is a huge appeal to rivalries. 

Social media modifies how rivalries are expressed. Fans now focus on creatively one-upping opposing fanbases, not just cheering for their favorite team. Memes have an  emphasis on exaggerating a rival’s loss or players of opposing teams, and mocking another school’s traditions. Bringing back the Duke vs. UNC rivalry, Duke lost to UNC in 2022 as Duke’s last home game with Coach K. According to USA Today, Tar Heel fans racked up millions of views on TikTok, turning the win into a huge culture shock beyond basketball. Duke fans were seen bawling their eyes out at the sight of this loss with their legendary coach. Social media accessorizes rivalries, allowing every student and fan a voice in changing the perspective.  

College rivalries aren’t just measured in points scored or championships won; they're measured in retweets, likes and viral moments. Social media has made these creative posts just as important as the athletic performance. Rivalries may have originated on the field, but now, the real battles are in the feed.