Why Connection Matters

Two weeks ago, an image of BYU football player Evan Johnson and BYU staff member Anna Brower went viral on social media. In a sideline full of cameras, Johnson found his camera for his team and created a moment that generated over 1,000 likes on Twitter, one of their most engaging pieces of content from the game.

In today’s fast-paced world of athletics, media has become more than just highlights and final scores. It’s the lifeline between teams, athletes, and their communities. While strategy, design, and production quality all matter, one element rises above the rest: connection.

Connection Builds Trust

Fans don’t just want to see what happened in a game; they want to feel part of the journey. Media that focuses on authentic stories—whether it’s a player’s pregame ritual, a behind-the-scenes look in the locker room, or the celebration after a win—builds trust. That trust is what makes fans more than followers; it makes them loyal supporters.

Connection Creates Engagement

Social media thrives on interaction. A perfectly polished video means little if it doesn’t spark conversation. When athletics media teams connect with their audience—through comments, replies, or interactive content—they create a two-way relationship. That engagement translates into higher reach, stronger community ties, and even recruiting advantages.

Connection Humanizes Athletes

Athletes are more than statistics. They’re students, leaders, role models, and people with unique stories. By showing their personalities, struggles, and triumphs, media teams remind fans that they’re cheering for more than a number on a jersey. That human connection deepens the emotional investment fans have in the program.

Connection Fuels Growth

From ticket sales to recruiting to brand partnerships, growth in athletics depends on relationships. Media is often the first impression a potential recruit, donor, or sponsor will have of a program. Connection-driven content showcases not just what a team does, but who they are—and why it matters.

Connection Lasts Longer Than Wins

Wins and losses come and go, but the connection endures. Fans will never forget how a program made them feel—whether through a touching senior tribute, a heartwarming community story, or even a playful meme after a big victory. Media that prioritizes connection ensures that the relationship with the audience lasts long after the final buzzer.

In athletics media, connection isn’t optional—it’s the difference between content that’s consumed and content that’s remembered. The best programs understand that at the heart of every post, video, and story is a simple truth: people want to feel part of something bigger. Connection is how you invite them in.