Going Viral: How Social Media Fuels the Marketability of Emerging Athletes in the NHL and PGA?

Going Viral: How Social Media Fuels the Marketability of Emerging Athletes in the NHL and PGA?

This study explores the impact of viral social media content on the marketability of emerging athletes in the National Hockey League (NHL) and the Professional Golfers’ Association (PGA). With athletes increasingly leveraging platforms such as Instagram, X (formerly Twitter), TikTok and YouTube to cultivate personal brands and engage with their audiences, viral moments have become key drivers of visibility and sponsorship opportunities. By analyzing viral content from both emerging and established athletes, this research examines how such content enhances the marketability of these two sports. Utilizing content analysis, case studies and questionnaires, the study investigates the types of viral content that resonate with fans, the demographic differences between NHL and PGA audiences and the ways in which viral content influences athletes’ online presence and professional success.