The media and the increasing popularity of social media has many positive effects on sports and athletes including the positive promotion of the sports, athletes and events, the connection with fans and an outlet to inspire, inform and challenge athletes and sports fans alike. Media in all forms presents both positive and negative effects on sports, notes the Sports Journal.
Media can be a positive impact on sports. Most leagues, media outlets and athletes engage in social media, which positively promotes events, athletes and sports. In a Wall Street Journal article, David Carter, head of USC Sports Business Institute, notes the advantages of sport's participation in social media, giving lesser-known players an opportunity to establish themselves. Fans who follow athletes through social media are 55 percent more likely to purchase a brand if an athlete mentions it through online postings, according to a Catalyst Public Relations' study.