Let’s talk sport
The 21st century has seen a dramatic change in the evolution of sports media, as social media and digital platforms transformed how sports are covered and viewed. A fundamental change in the sports-media landscape has occurred due to the expansion of traditional methods, which were previously defined by print, radio, and television journalism, to include bloggers, influencers, and user-generated content (Moritz, 2015). Social media has allowed fans to actively participate in real-time discussions, creating a sense of global community, even though some journalistic practices, like game recaps and locker room interviews, have not changed (Saini, 2024).
Digital creators have become important storytellers in this day and age, influencing public opinion with relatable and real stories (Hansen, 2021). By fusing personal viewpoints with socio-political objectives, these influencers—who frequently use platforms like Instagram, TikTok, and YouTube—engage audiences and produce dynamic content that speaks to people’s emotions (Li and Feng, 2022). They stand out from conventional celebrities due to their genuineness and interaction, which builds followers’ trust and encourages more in-depth interaction (Li and Feng, 2022).
The role of storytelling in modern worlds
Sports have always relied heavily on storytelling, which has universal appeal due to its capacity to create strong emotional bonds (Moritz, 2015). Sports become more than just competition when audiences from all cultural backgrounds are moved by stories of athletes’ victories, failures, and tenacity (Saini, 2024). This is best demonstrated by the Olympic Games, which have a history of highlighting inspirational tales like underdog triumphs or athletes’ unwavering quest for greatness (Kaplan, 2024). The IOC’s narratives about athletes like Simone Biles, whose open talks about mental health during the Tokyo 2020 Olympics reached millions of people worldwide and sparked a conversation about resilience and self-care, are an outstanding instance (Saini, 2024).
The dynamics of storytelling have changed as digital media has grown in popularity (Podara, 2021). In order to create relatable and captivating stories for a younger, tech-savvy audience, digital creators are now essential (Li & Feng, 2022). Influencers share behind-the-scenes photos, athlete interactions, and genuine moments on social media sites like YouTube, Instagram, and TikTok (Saini, 2024). During the 2024 Olympics in Paris, for example, the IOC, similarly to NBC, collaborated with creators to provide real-time updates and humanised athlete experiences, like live streams that featured pre-event rituals or post-event celebrations (Saini, 2024). These strategies help fans and athletes feel more connected by meeting audience expectations for openness and participation (Li and Feng, 2022; Tafesse, 2021). These creators have opened up access to Olympic stories by fusing creativity and authenticity, guaranteeing greater emotional investment and wider fan engagement from around the globe (Li and Feng, 2022).
Digital creators as the new storytellers
These influencers have become the new storytellers of the Olympic experience, building on the revolutionary role of digital creators in sports storytelling. Platforms like TikTok, YouTube, and Twitch enable creators to share dynamic, real-time content that appeals to younger, tech-savvy audiences, going beyond traditional media (Podara et al., 2021). These creators bridge the gap between individual fans and global events by combining modern technology with personal authenticity to create stories that feel intimate and relatable (Hamilton et al., 2014; Giertz et al., 2022).
This change was demonstrated at the 2024 Summer Olympics in Paris through strategic partnerships with influencers who contributed new viewpoints to the Games (Wolfe, 2024). The gymnast Livvy Dunne (@livvy_gymnast) , who has a social media following of 10 million, shared candid moments and behind-the-scenes looks at her Olympic journey. In the same spirit, YouTube celebrities Kai Cenat and Duke Dennis produced unique content for Snapchat that highlighted cultural differences and involved fans directly (Wolfe, 2024).
User-generated content
Digital creators’ impact goes beyond their work; they are also responsible for the rise in user-generated content (UGC) and hashtag-driven trends that enhance Olympic narratives (Mayrhorfer et al., 2020). Participatory culture is thriving on platforms such as Instagram and TikTok, where creators use viral hashtags and interactive challenges to encourage fans to participate. During the 2024 Summer Olympics in Paris, a particular instance was the #MyOlympicMoment trend on TikTok, where fans shared personal stories of their connection to the Games or recreated famous Olympic scenes (Lata and Lata, 2024). This campaign demonstrated how consumers took an active role in Olympic narratives, transforming individual contributions into a celebration of the event as a whole (Lata and Lata, 2024).
Furthermore, by responding to fan-generated content during live streams, creators such as Kai Cenat and Duke Dennis increased this interaction and further dissolved the divide between athlete and audience. By enabling fans to participate alongside athletes and creators, these trends highlight the democratisation of Olympic storytelling and promote an inclusive and global sense of community around the Games (WPP, 2024).
Olympic storytelling has been reimagined as a more inclusive and captivating experience thanks to digital creators and user-generated content. On websites like YouTube and TikTok, the Games have attracted younger, tech-savvy audiences by fusing fan contributions with expert storytelling (WPP, 2024). This development not only strengthens the Olympic spirit but also, creates a global community bound together by common experiences. The combination of producers and viewers guarantees that the Olympics will continue to have cultural significance in the digital era as storytelling changes.
Media and Digital Transformation in Sport 