Social media has a profound impact on athletes' careers, offering both opportunities and challenges. Platforms such as Twitter, Instagram, and TikTok enable athletes to connect directly with fans, promoting personal brands and enhancing their visibility. However, the instant nature of social media can also expose athletes to negative scrutiny, leading to potential reputational damage. Athletes must navigate this landscape carefully, balancing the benefits of engagement with potential backlash from their comments or actions online. Overall, social media is a powerful tool that can greatly influence an athlete's popularity and endorsements when managed effectively.