In the competitive world of sport, athletes use their social media presence to boost their profile.
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00:00 Pro athletes are taking to social media to track their progress and compete. 30-year-old
00:07 boxer Andrzej Kuzli has been posting his journey as he feels this will help him progress his
00:17 career.
00:20 The best of the best. If he doesn't have a network, he won't be known. The trigger
00:28 is the fact that I see that there are a lot of people who have started to get into sports
00:32 that weren't particularly good at what they were doing, but who had a lot of notoriety
00:36 and it's thanks to that that they were able to live from it, etc.
00:40 Influencers say that posting content online can propel their sporting careers. Athletes
00:46 are competing with likes and subscribers to gain the most followers as possible.
00:53 It's not just about being visible to everyone. It's a financial issue because the more people
01:00 I bring back, the more promoters will want to fight for me. So I have to make content
01:10 to be sure I'm followed. Unfortunately, we have to have two hats, the one for the athlete
01:22 and the one for the promoter.
01:29 The reputation is just a component of the reputation and often we see that the reputation
01:51 is a mirror that is growing but also a mirror that is distorting reality. We often see this
01:58 phenomenon of packaging on social media among athletes. There is also a psychological risk
02:06 for athletes.
02:07 In a few months from the Olympics, 6 Russians and 5 Belarusians are currently qualified
02:12 as neutral individual athletes, notably in cycling, wrestling and swimming. For some,
02:17 their neutrality is already being challenged but the International Olympic Committee ensures
02:22 that the control of digital identity works and that the image of these athletes is
02:26 scrutinized before, during and after the competition.
02:31 Paris.
02:32 (whooshing)