Social media plays a huge role in sports, connecting athletes, leagues, and fans in real time. But with X (formerly Twitter) becoming a toxic environment filled with hate speech and controversies, many in the sports world are reconsidering their presence on the platform. The rise of Bluesky, a new social media alternative, is giving athletes and leagues a safer space to engage with their fans.
The recent wave of racist attacks on Olympic sprinter Gabby Thomas is just one example of the growing problem on X. Instead of tackling hate speech, Elon Musk, the platform’s owner, has allowed and even encouraged harmful content. This situation has forced many to question whether staying on X is worth the risk to their reputation.
The Problem with X and Its Impact on Sports
X was once a go-to platform for sports conversations, breaking news, and live reactions. However, under Musk’s leadership, the site has seen a rise in extremist content, hate speech, and questionable policies.
Even major sports leagues like the NBA and NFL, which are highly protective of their brand image, continue to use X despite its growing issues. But as Musk’s actions become more controversial—such as making Nazi-related jokes and dismissing Germany’s guilt over World War II atrocities—sports organizations risk damaging their reputations by staying on the platform.
Major Issues with X for Sports Leagues:
- Toxic environment: Hate speech and harassment have increased.
- Reputation risk: Associations with extremist content can harm brands.
- Decreasing engagement: More users are leaving for safer alternatives.
- Unreliable moderation: Trolls thrive while respectful conversations suffer.
Despite these concerns, leagues hesitate to leave X due to their massive followings. The NBA has 48 million followers, while the NFL has 37 million. Players like LeBron James (53 million followers) and Patrick Mahomes (2.6 million followers) also have large audiences there. But with Bluesky growing rapidly, there’s an opportunity to rebuild those fan bases on a better platform.
What Makes Bluesky Different?
Bluesky was originally a research project within Twitter but has now become an independent, user-controlled social media site. Unlike X, which uses algorithms to amplify content—including harmful posts—Bluesky allows users to curate their own experience.
Key Features of Bluesky for Sports Fans and Athletes:
- User-Controlled Feed: No algorithm manipulation; users see what they choose.
- Better Moderation: Trolls can be blocked, and their comments hidden.
- More Civil Discussions: Unlike X, Bluesky reduces hate speech and harassment.
- Rapid Growth: The platform went from 10 million to nearly 30 million users in just three months.
Mark Cuban’s Support for Bluesky
Former Dallas Mavericks owner Mark Cuban is a strong advocate for Bluesky. He believes it offers a better experience for athletes and fans alike.
“The value of Bluesky to athletes is that, because it’s moderated, players can engage and talk to their fans without being overwhelmed by idiots,” Cuban explained.
He also pointed out that the quality of conversations on Bluesky is significantly better, with fewer trolls and more meaningful interactions.
Why Sports Leagues Should Consider Bluesky
So far, the NWSL is the only major sports league actively using Bluesky. The NBA and NFL have not joined yet, largely because they prioritize platforms where they have financial agreements. However, as X’s reputation continues to decline, it may become inevitable for leagues to shift their focus.
Bluesky is already attracting key sports personalities, including analysts like Pat McAfee, Mina Kimes, and Ian Rapoport. As more influencers and journalists move to Bluesky, it’s only a matter of time before leagues and teams follow.
The Growing Social Media Divide: Moderated vs. Unmoderated Platforms
The social media landscape is splitting into two categories:
- Moderated platforms like Bluesky, where users have more control over their experience and conversations remain respectful.
- Unmoderated platforms like X, where toxic content spreads easily, and algorithms amplify divisive voices.
As Cuban pointed out, most users prefer moderation and a more positive environment. This trend is already visible, with major media outlets like The Guardian and Le Monde stopping their activity on X. Even Reddit communities for the NFL and NBA have banned X links, citing Musk’s extremist behavior.
Social media is meant to be a place for engagement, discussion, and community-building. However, when a platform becomes dominated by hate speech and extremist views, it loses its value.
Bluesky offers a promising alternative for sports leagues, players, and fans looking for a safer and more engaging environment. As X continues to deteriorate, the pressure will only grow for organizations like the NBA, NFL, and their athletes to reconsider where they connect with their audience.
The choice is clear: Stick with a declining platform filled with toxicity, or move to a healthier space where sports can thrive.
