Financial Times 23rd June 2025
If you are watching Wimbledon you may have favourite players who you follow the progress of (or not). Of course it is still about winning but in 2025 its also about something else- social media following.
The phenomenon can be seen in Indian Premier League cricket where interest is not just in games or who wins but when key players like Virat Kohli are on the field of player.
Likewise with tennis players like Alcaraz and Sabalenka who have huge followings on Insta.
It doesn’t stop there because with short clips on Youtube and TikTok giving some details of the personal lives of the players, it is building a personal sports brand that goes far beyond winning specific sporting contests.
Sport as the spectacle
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