Will Bluesky Be the New Home for Sports Fans and Media?
For more than a decade, Twitter (now X) has been the go-to platform for sports fans. From live game discussions to trending hashtags, it brought fans together like a virtual sports bar. But with X’s recent turbulence – controversial leadership under Elon Musk, algorithm changes, shifting content policies, and concerns about misinformation – many are questioning its future. These factors, coupled with the polarized political climate from the election, have driven users to explore alternative platforms like Bluesky or Meta’s Threads. Could these platforms become the new home for sports fans, or will sports media explore entirely new directions?
The migration away from X has been steady but gradual. High-profile figures like ESPN’s Mina Kimes, FS1’s Rachel Nichols, and The Athletic’s Richard Deitsch are among those establishing a presence on BlueSky, joined by teams like the Seattle Kraken and Cleveland Guardians. Bluesky’s user base recently surged past 20 million, driven by its decentralized, user-controlled framework.
Sports teams are also hedging their bets. At PRSA Boston’s Annual Meeting with Kelsey Doherty, Senior Marketing Director for the Red Sox, and Nichole Macri, Director of Digital Business Strategy at TD Garden & Boston Bruins, both organizations have secured – or are working to secure – handles on Bluesky to prepare for future shifts.
Bluesky’s main attraction is its “marketplace of algorithms,” offering users a customizable experience that combines the simplicity of a chronological feed of updates from followers with the option to adjust algorithms to suit personal preferences. This user-first approach preserves link visibility and lends itself well to real-time commentary, making it appealing for breaking news and live discussions around games, trading deadlines and other real-time events, giving the platform a real chance to thrive in the evolving social media landscape.
Not everyone, however, is flocking to Bluesky…at least yet. Some note that Bluesky still lacks the scale and immediacy that made X indispensable for real-time sports chatter. Others say they’ll turn to other platforms first. Sports Business Journal’s Ben Fischer recently mentioned he is pivoting to LinkedIn for storytelling and networking, while many others continue to double down of TikTok and YouTube as key avenues to engaging with younger audiences.
“TikTok and YouTube are our two biggest platforms for younger generations. They love video, especially BTS content,” said Macri. “They love seeing players as humans.” Unfiltered moments like day in the lives and tiny mic interviews foster deeper fan connections.
As platforms like Bluesky gain traction, sports media remains in flux. Teams and organizations are diversifying their strategies, experimenting across platforms without committing to one.
Some, like the Red Sox, are exploring nontraditional channels such as WhatsApp, which offer potential for niche fan groups and international audiences. Doherty emphasized the importance of staying ahead as early adopters, while Marci highlighted the need for a strategic approach in the rapidly evolving digital landscape. The Red Sox joined TikTok in 2018, while the Bruins took a more deliberate approach, joining in 2022. Since then, the Bruins have climbed to the top of NHL social ranking.
For now, sports media is staying nimble and adapting to a fragmented digital landscape – embracing multiple platforms while keeping an eye on where their audiences migrate. Whether it’s Bluesky, Threads, or something entirely new, the future of sports fandom will be shaped by platforms that prioritize immediacy, authenticity, and community engagement.
Will Bluesky be the next big thing? The jury is still out, but one thing is certain: sports fans will follow the action wherever it goes.
