In today’s digital-first era, footballers have become more than just athletes. While social media in sports is not new, the last few years have marked a turning point. Players are increasingly bypassing traditional media to control their narratives, offering fans unfiltered access to their lives both on and off the pitch. More than a quest for visibility, this shift is redefining the media landscape, with authenticity at the forefront of the new wave. From YouTube documentaries, to curated Instagram dumps, and spontaneous Snapchat stories, a new era of football storytelling has arrived.
Many of us remember when Ryan Babel became the first footballer to get fined for a tweet back in 2011. Babel was charged with improper conduct by the FA for posting an edited picture of referee Howard Webb wearing a Manchester United shirt, captioning it “And they call him one of the best referees? That’s a joke. SMH” An unprecedented event, the then Liverpool forward was fined £10,000 for the tweet. Most footballers’ online presence in the past was often light-hearted and innocuous, with Wayne Rooney’s iconic tweet that same year, “Hi rio do u want picking up in the morning pal” repeatedly resurfacing.
Hi rio do u want picking up in the morning pal
— Wayne Rooney (@WayneRooney) April 23, 2011
Social media has been a consistent presence in the game, but 2024 marked a monumental shift in the relationship between footballers and online platforms. As the demand for traditional legacy media declined, a vacuum for unfiltered interaction emerged.
More players are taking control of their narratives through independent digital platforms. Both Cristiano Ronaldo and Jude Bellingham have pivoted to YouTube, creating their own channels to communicate with their audiences. Since starting the channel in July last year, Ronaldo has accumulated 75 million subscribers and a total of 846 million views, reiterating the demand for more access to the legendary player.
Compared to Ronaldo’s more light-hearted content, Bellingham’s channel is more curated. In September, the English midfielder released his self-made documentary ‘Out Of The Floodlights’ exclusively to his YouTube channel. Accumulating a total of 15 million views on both his documentary and additional exclusive content, it’s clear how much fans crave a glimpse into an athlete’s life. Significantly, Jude’s documentary was produced entirely by Bellingham Media Ltd, a company run by Bellingham’s parents and brother Jobe, giving him total control of the message. With a Netflix-level production, it’s interesting that the documentary was limited to YouTube, signalling a determination to control the presentation of a player who has soared to the top of the game since his emergence at Birmingham City.
Despite the respective successes of both Ronaldo and Bellingham on YouTube, there remains one app that dominates the footballing world.
Since launching in 2011, Snapchat has soared to the top, becoming a staple of modern digital media. And in 2024, we saw ballers truly embrace the app. The innately transient nature of the app, combined with its interactive features, has made it a player favourite to offer fans a glimpse into their lives. The allure of Snapchat is its raw nature, thriving on spontaneity, giving players the opportunity to connect with their audiences authentically without overthinking their posts. It has become a bridge between fans and footballers.
@footballerfits Alex Iwobi and Calvin Bassey even got Willian hitting the milly rock 😂 #football #fashion #viral #drip #fulham #alexiwobi #willian #premierleague #calvinbassey #nottinghamforest #dressingroom #funny ♬ original sound – Footballer Fits
The rise of the platform in the modern game is epitomised by the aptly named Snapchat derby, as Fulham and Nottingham Forest faced each other in the Premier League earlier this year. Ola Aina and Alex Iwobi are two prominent figures on the app, boasting 259,000 and 572,000 followers, respectively. As a result of their online presence, the game was given even greater significance on social media, with more than just the three points on the line for both teams. As Fulham emerged triumphant, in a 2-1 victory, the celebrations shared by Iwobi acknowledged the added significance of the win, with Issa Diop recorded chanting, “Team Snapchat!”
The acknowledgement of the online rivalry by both sets of players reiterates the rise of Snapchat, as they share genuine behind-the-scenes moments with fans, creating a connection that is difficult to emulate on traditional media outlets.
Beyond the two Nigerian internationals, there are numerous players who have welcomed the interactive features available. Erling Haaland’s stories epitomise the spontaneity of the app, as he varies between sharing his daily routines, his opinions on different matches and players, engaging in Q&A with fans, or even showing his gifting of a signed jersey to a fan from his hotel.
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As fans increasingly crave access to their favourite players, Snapchat has become the go-to medium through which players can engage with their audiences in real time. Offering an insight into changing-room antics, matchday routines, travel, and everyday activities.
However, it would be amiss to celebrate the current wave of players without paying homage to the OG’s of the Snapchat hype. Jesse Lingard is undoubtedly one of the biggest stars on the app flexing 1.4 million followers. Throughout his career, the forward has made an effort to share his personality with fans, and in an era where off-pitch access was rare, he was one of the first to give fans access. During his time at Manchester United, he was renowned for sharing interactions with teammates Marcus Rashford and Paul Pogba. Whether it was dancing in the changing room or sharing his matching fits with Rashford, he was an open book.
@footballerfits Admin misses the Marcus Rashford and Jesse Lingard bromance 🥺❤️ #football #fashion #viral #drip #manchesterunited #premierleague #lingard #rashford #bromance #funny ♬ original sound – Footballer Fits
Unfortunately, his playing spell at Manchester United coincided with a turbulent period for the club, and he was often villainised in the media for simply being himself online. Whether he was ridiculed for his dancing videos or chastised for his exuberant personality, he became a target as his expressionism was weaponised against him.
Thankfully, the current football scene has embraced the new generation of players who don’t shy away from sharing their day-to-day activities, and we must normalise players expressing themselves online. With footballers increasingly becoming dehumanised by overinflated playing schedules and regimented media appearances, the access they offer through personal, unfiltered communication, regardless of the platform, is cause for celebration.
From fit-checks, dressing room celebrations, and pranks to regular lifestyle insights, the value of footballers communicating with their audiences has increased massively in an era of media dominated by clickbait and engagement. The sheer authenticity provided by ballers through apps like Snapchat is part of a much bigger movement within the game towards athlete self-expression.
Whether it’s Snapchat stories, YouTube documentaries, walking at Fashion Week, or becoming the face of major fashion houses, the game is changing.
