Female Athletes & Social Media: 2025 Forecast
Female athletes are taking control of their narratives and dominating social media in 2025. They’re not just connecting with fans; they’re building brands and shaping the future of women’s sports using platforms like Instagram and TikTok. From the surge in engagement rates to the relaxed guidelines from rights holders, the opportunities for athletes are expansive. This shift creates new avenues for visibility and accessibility, with figures such as Ilona Maher and Simone Biles leading the charge. News Directory 3 reports that the Women’s Rugby World Cup and other events offer massive potential to convert audiences into devoted followers. How are these athletes leveraging social media to create lasting legacies? Discover what’s next for female athletes in the digital arena.
Updated June 03, 2025
Athletes, notably female athletes, are increasingly aware of the power of personality and authenticity in building connections with fans. According to Ella Germany, social media director at Ten Toes, female sports stars are leading the way in leveraging platforms like Instagram and TikTok to enhance visibility and accessibility in women’s sports.
Female athletes have dominated online conversations, sometimes surpassing their male counterparts. A Women’s Sport Trust survey indicated that women comprised 69% of teamgb’s TikTok content during the Paris 2024 Olympics, driving 67% of the views.Similarly, Women’s Super League (WSL) players boast higher Instagram engagement rates than Premier League players.
The global impact is evident,with female athletes accounting for 61% of TikTok views among the world’s 50 most marketable athletes in 2024,led by figures like Ilona Maher,Simone biles,and Angel Reese.
Social media has filled gaps left by traditional media,providing visibility and connection for ofen overlooked female sports fans. Female athletes are actively engaging and sharing their stories authentically. For example, Georgia Stanway, a Lionesses midfielder, manages an Instagram account dedicated to photography, while england Rugby’s Ellie Kildunne and Jess Breach host the “Rugby Rodeo” podcast, offering insights into life as female rugby players.
Rights holders are responding by relaxing guidelines, allowing athletes greater flexibility in their online content. The International olympic Committee (IOC) eased restrictions for the Paris 2024 Olympic Games,and WSL players will soon be permitted to use match footage on their channels.
More than 275,000 tickets have been sold for the upcoming Women’s Rugby World Cup in England, presenting an prospect to convert event attendees into dedicated fans. Ilona Maher’s debut with the Bristol Bears drew a record-breaking crowd, and players like Sarah Bern are gaining popularity for their TikTok content.
Social media has created a space that enables women to empower and inspire each other, prompting a domino effect where others want to join the movement.
What’s next
With major events on the horizon and increasing support from rights holders, 2025 presents unprecedented opportunities for female athletes to thrive on social media and solidify a lasting legacy.