Social media has become an increasingly commercialized space within the sporting industry, with brands and sponsors seeking to reach consumers through athletes’ platforms.

So is social media good, or bad, for the sport industry? For athletes? For women and athletes of marginalized communities? The answer seems to be: it’s both. Or, rather, it depends who you ask.

This article outlines some of the challenges that athletes face within our increasingly digital world, and how sport organizations can best support athletes in navigating social media.