Early in my career, I cringed when I found out that coaches and/or student-athletes were engaging with the media without my knowledge. As I have progressed in my career, I have seen the rise of athlete-led media and chose to embrace it. I have composed this blog to help my athletic communications colleagues embrace athlete-led media. Athlete-led media (personal podcasts, vlogs, TikTok/IG accounts, even Substack newsletters) has become just as influential as traditional sports coverage. Instead of trying to compete with it, athletic communications professionals can collaborate, guide, and amplify. Here are some strategies:
1. Educate and Empower
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Provide athletes with media training for self-produced content—covering brand voice, storytelling, and handling sensitive topics.
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Offer workshops on best practices for social media, copyright issues, and crisis avoidance.
2. Amplify Athlete Content
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Share or reshare quality athlete-generated posts through official team/college channels.
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Incorporate athlete-led stories into team websites, newsletters, or hype videos.
3. Collaborate on Storytelling
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Co-create content: behind-the-scenes features, Q&A sessions, or joint social campaigns.
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Encourage athletes to showcase “day-in-the-life” content that complements official coverage.
4. Provide Resources
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Supply high-quality photos, video clips, and graphics athletes can use on their platforms.
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Give them access to team-approved messaging, hashtags, and style guides so their personal branding aligns with institutional goals.
5. Respect Authenticity
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Don’t over-script athlete voices—fans follow them for authenticity, not polished PR.
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Allow athletes to tell their own stories while gently guiding them on tone and accuracy.
6. Leverage for NIL Opportunities
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Partner with athletes to highlight NIL deals in ways that also showcase the program positively.
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Help athletes navigate partnerships ethically and strategically.
7. Monitor and Advise, Not Control
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Keep an eye on athlete-led media for potential PR risks.
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Position yourself as a trusted advisor, not a gatekeeper—athletes are more likely to listen if they know you’re helping, not censoring.
👉 Big Picture: Athlete-led media is not competition—it’s an extension of the athletic brand. When communications professionals embrace collaboration, athletes become powerful ambassadors who deepen fan engagement and expand the reach of official messaging.
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