Hey, Sports Teams: Just Because You Can Post More, Doesn’t Mean You Should

Sports teams are posting more than ever.

More graphics. More sales pushes. More noise.

They’re not alone.

But, because it’s sports, they can get away with it more than most.

And yet—despite all that content—most teams aren’t building stronger fan relationships or driving meaningful revenue for their efforts (er, rather, for their social media team’s efforts, I should say!).

Why? Because volume isn’t strategy. Yet, so many executives at sports organizations think more volume means more total impressions, which means more fans who are seeing their team’s content.

While that’s not incorrect in terms of the sheer numbers, it’s an unfortunately shortsighted and credit-mongering approach. It’s the sales manager insisting on more outbound calls, when in reality, no one answers a call from a number they don’t recognize. And we all know this.

The Myths That Drive Overposting

Too many teams crank out content because leadership believes:

👉 Sponsors want it. (Reality: your sales model is broken if you think tagging a sponsor 10x a week is real value.)

👉 It sells tickets. (Reality: when’s the last time you bought a ticket off a social post?)

👉 It boosts retail. (Reality: targeted paid social is far more effective for merch sales.)

I’ve Been There

I’m not throwing stones. I’ve been that leader — the one pushing the team to post more, faster, louder. The one referencing the league reports, the rankings, the metrics.

At the time, I wanted to believe we were doing the right thing. More output. More impressions. More reach. Right?

Wrong. And I knew it in my gut all along.

I learned — often from my team around me — that what looks like “momentum” from the top can feel like chaos at ground level. When your content team is buried in reactionary work, they lose the oxygen needed to make something great.

I cared deeply about my teams and the brands we represented. I also knew, instinctively, that the most impactful work came from trust, time, and creative space—not relentless output. But challenging that rhythm wasn’t easy. It risked reinforcing a perception that “social teams only care about fun content, not sales.”

The truth? Social teams care deeply about driving revenue—they just know the way to do it is through connection, not saturation. Compelling content that builds loyalty and brand affinity always wins out over endless sales messaging.

Because when the burnout sets in, the purpose fades. And the content? It starts to feel like wallpaper.

What Fans Actually Want

If you’re going to post more, make it this kind of content:

🏀 Behind-the-scenes moments
👟 Player- and team-driven stories
🎙️ Honest, unique perspectives

Fans can’t get enough of that.

But more sales posts? That’s how you lose them.

The Leadership Problem

The issue isn’t the social teams. They’re talented, creative, and know exactly how to connect with fans.

The problem is when leadership can’t trust them to do their jobs.

Executives demand more instead of clearing the way for the right kind of content. That cycle leads to burnout, distrust, and diminishing returns.

What it doesn’t lead to is revenue.

The Real Win

The best sports (and business) leaders I’ve worked with understand this:

✅ Trust your social teams.
✅ Back them when experiments flop — that’s how you learn.
✅ Give them space to create authentic, fan-first content.

That’s what builds brands.

That’s what deepens loyalty.

And that’s what actually drives revenue over time.