Connecting Through Authenticity and Team Culture: How Social Media Can Humanise Sport Brands

In today’s world, social media gives sports brands a unique opportunity to connect with their audiences on a personal level. It’s not just about game highlights; it’s about sharing real, human stories that go beyond the field.  With approximately 5 billion social media users worldwide as of January 2024, sports brands have a powerful platform to connect with their fanbase. When done right, social media can make fans feel like they’re part of the team—whether by showing the people behind the brand, sharing values, or interacting directly with players. Humanising a sports brand fosters trust and strengthens fan loyalty. Here’s how sports brands can leverage social media to build a stronger connection with fans.

Authenticity Matters

Today’s audiences crave transparency. A 2022 survey by Sprout Social found that 64% of consumers want brands to connect directly on social media, while 53% trust brands more when they’re transparent. This underscores the value of showing the team authentically, rather than presenting a polished image. The New Zealand All Blacks are a prime example of this approach. Known for their values and cultural identity, the All Blacks use social media to share pre-game rituals like the Haka, as well as community initiatives and pride in their Maori roots. Fans see the heart of the team, not just a highlight reel, which deepens their connection. Other brands can follow suit by showing real moments—unscripted snapshots of training, travel, or downtime. This authenticity lets fans feel they know the team on a personal level. 

Showcase Team Culture and Values

Every team has a unique culture, whether it’s focused on community involvement, history, or specific values. Showcasing these values is more than “feel-good” content; it helps fans connect with the team’s identity. Premiership Rugby is a great example. As England’s top rugby league, it emphasizes community, respect, and teamwork. Premiership Rugby’s social media regularly highlights teams’ charitable work, anti-racism initiatives, and sportsmanship. This values-driven approach resonates with fans, who feel they’re part of a shared vision. Studies have shown that 82% of Millennials and Gen Z consumers want the brands they support to align with their personal values.

Quick Tip: Think about what makes your team’s culture unique and share it. Whether it’s community involvement or player respect, these values help create emotional connections.

Mix Up the Content

A varied social media strategy is essential for keeping fans engaged. Studies show that brand using a mix of content styles — videos, carousels, and live streams — outperform those with static posts. Hootsuite highlights that Instagram carousel posts see a 14% higher reach compared to image-only posts, emphasising the value of diverse formats. Different content styles appeal to different fan interests, making for a well-rounded strategy.

For sports brands, more authentic, behind-the-scenes content can be particularly powerful. Examples include:

• Day-in-the-life content: Share behind-the-scenes glimpses of what athletes do on and off the field. Fans get to see the human side of their heroes, whether it's a glimpse into their training routines, their downtime, or their personal hobbies.

• Team practice footage: Fans love to see how their team prepares for a game. Capturing moments of practice, whether it's drills, team strategy discussions, or light-hearted banter, creates a sense of intimacy and transparency.

• Locker room moments: These off-the-field moments, from pre-game talks to post-game celebrations, offer a peek into the team’s culture, camaraderie, and energy.

• Glimpses into travel routines or personal interests: Showing players' travels, whether it's their game-day rituals on the road or exploring new cities, helps humanize them and makes fans feel like they are traveling with the team.

Quick Tip: Mix these behind-the-scenes moments with traditional content. It shows the fans that there’s more to the players and the team than just what they see on the pitch, creating a deeper, more authentic connection.

Build a Sense of Community

Social media isn’t a one-way street; it’s an opportunity to make fans feel like part of the team. Many brands encourage fan interactions and re-share fan content, fostering a community around the brand. One effective approach is using branded hashtags. Premiership Rugby’s #GallagherPrem and #RugbyFamily tags encourage fans to share their own experiences while following along with others. Reposting fan content or featuring “fan of the week” shows fans they’re valued. Previous research has shown that fan-generated content can increase engagement by up to 28%.

Quick Tip: Create a unique hashtag for fan contributions, then engage with that content to show appreciation. It builds loyalty and keeps fans connected.

Build Trust Through Transparency

Social media provides a chance to build trust through transparency, especially during tough times. If a team is going through a rough patch, an injury, or another setback, social media can be a way to update fans and show resilience. This openness helps fans feel like they’re on the journey with the team, regardless of challenges. Premiership Rugby teams like Harlequins and Leicester Tigers often share honest messages from coaches and players following tough games. According to Edelman’s Trust Barometer, 81% of consumers need to trust a brand to engage with it regularly. Sharing both struggles and triumphs builds credibility and loyalty, helping fans see the human side of the team.

Quick Tip: Share both highs and lows openly. Fans value honesty and often become more supportive when they see the human side of a team facing challenges.

To conclude, Social media gives sports brands a chance to build lasting connections with fans but succeeding means going beyond promotional content. By embracing authenticity, showcasing team culture, varying content types, and actively engaging fans, sports brands can turn followers into loyal fans who feel part of the team. Premiership Rugby and the All Blacks show how a strong social media strategy can humanise a brand. When fans connect with a team’s identity, values, and story, they cheer for more than just the score—they cheer for everything the team represents. And that kind of connection can create a legacy.