Dr. Fausto Amaro
Assistant Professor in the Faculty of Social Communication at the Rio de Janeiro State University, Brazil. He is a researcher at the Laboratory of Media and Sports Studies.
Email: faustoamaro@outlook.com
Site: www.leme.uerj.br
Isadora Ortiz
Journalist and Master’s student at the Rio de Janeiro State University, Brazil. She researches media culture, imaginary, and fan studies.
Email: isadoraortiz.98@gmail.com
At the Paris 2024 Olympic Games, the presence of digital influencers promised to bring a new dynamic to the coverage of the mega-event. Recognized as significant social actors in contemporary society, these Internet personalities have the power to shape perceptions and engage the audience in various ways. In this article, we explore the possible impact of influencers on the sports scene and the originality of their presence in Paris.
In recent years, there has been exponential growth in the digital influencer market. According to the Influencer Marketing Hub, the global influencer marketing industry is expected to reach approximately US$24 billion in 2024. In Brazil, three out of four Internet users follow influencers on their digital social media, according to a survey by Opinion Box and Influency.me. This percentage rises to 80% among women and 86% among young people aged 16 to 29.
Issaaf Karhawi, one of the leading Brazilian experts on the subject, emphasizes that “it is not possible to talk about digital influencers, in the ways we perceive them today, at any other time than our own”. Communication theory has been discussing for decades the conditions of possibility for this phenomenon: the spectacularization and exposure of our images in the public sphere, the liberation of the information transmission pole, the centrality of digital devices in social interactions, and the individual’s protagonism in digital culture (anyone is potentially an opinion maker). The inclusion of influencers in the coverage of the Paris Olympics represents the consolidation of this scenario, requiring attention from media and sports researchers.
For this year’s Games, the Brazilian Olympic Committee (BOC) developed a media plan aimed at expanding the event’s reach through collaboration with influencers. One such initiative was the partnership with the agency Play9 and YouTube in the Paris é Brasa project, which sent numerous influencers, including athletes, journalists, and artists, to the French capital to “provide Olympic coverage from a different perspective”. But what is truly “different” about this content? Influencers like the journalist Caio Braz, who is producing a series of videos about the Games from Paris, use their platforms to create a sense of community and involvement among their followers. The direct and personal connection is a distinguishing feature of influencers’ coverage, capable of engaging young people with Olympic sports.
The differences in approach become even more evident when comparing how influencers and journalists treat people, themes, and events. While traditional journalists have an editorial agenda based on public utility and interest, influencers tend to create a personalized agenda, more focused on direct interactions with their followers. This dichotomy was evident, for instance, in the controversy involving Nathaly Dias, the “Blogueira de Baixa Renda”, during a broadcast on Cazé TV. Nathaly mentioned an alleged fight between volleyball players Gabi and Sheilla, which led to an on-air “scolding” from Adenízia da Silva, who emphasized that the program was “family-oriented” and not a space for “gossip”. After the broadcast, Nathaly posted a video apologizing, saying that her goal was to be “light”, following the show’s proposal. This case suggests that there seem to be clear distinctions between the expectations of a more professional and informed analysis and the one delivered by influencers in the role of sports commentators, as well as the ensuing criticisms and controversies.
Another important point is that many athletes become influencers themselves, as digital presence is becoming essential in managing their careers and engaging with their target audiences. Douglas Souza, a volleyball player who gained prominence on social media during the Tokyo 2021 Olympic Games by showcasing his daily life in the Olympic Village, exemplifies this new dynamic of connecting with fans. At the beginning of the Olympic competitions, Douglas had just over 300,000 followers, reaching two million in less than a week. This growth resulted in significant commercial partnerships, including contracts with brands such as Adidas, Gillette, Heineken, and PlayStation. Understanding the impact of the number of followers on athletes’ visibility, Cazé TV’s sports broadcasts have been notable for encouraging viewers to follow Brazilian athletes on Instagram.
This type of interaction demonstrates how athletes, by becoming influencers, can build their public images, attract visibility to the sports they practice, and secure sponsorships. In Paris, many Brazilian athletes arrived at the Games with millions of followers on their social media, sharing their training routines, behind-the-scenes of competitions, and daily happenings, among other content specific to their audiences. Aware of the benefits of this visibility but concerned about its risks, the BOC held a seminar in June of this year for the national delegation members, focusing on best practices in the digital environment. The International Olympic Committee (IOC) also created a manual with clear rules regarding permissions and prohibitions for athletes’ posts during the Games.
The inclusion of digital influencers in the coverage of the Paris 2024 Olympic Games reflects a growing trend in marketing and communication, offering new possibilities for audience engagement, especially Generation Z. This innovative strategy cannot only expand the reach of the Games but also position influencers as important mediators in the sports field. However, the real impact of this participation is still uncertain and requires further study. For now, we can only speculate on the potential and threats of this partnership between media, sports, and influencers.
