Football and social media: What next for players and clubs in a changing landscape?

Professional footballers like Erling Haaland, Jude Bellingham, Kylian Mbappe, Mohamed Salah, Cristiano Ronaldo, and Lionel Messi have shifted away from using X (formerly known as Twitter) due to the platform’s negativity and lack of personal branding opportunities. While players like Wayne Rooney once used X to engage directly with fans, the rise of Instagram as a visual platform has led players to focus on building their personal brands through collaborations and partnerships. Despite the decline in player activity on X, clubs continue to use the platform as a reliable source for breaking news and official statements.

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