Social media is a huge establishment that has grown over the years and has made a big impact in the sports industry. Social networking applications realize the importance the internet has on the newer generations with that being said, the NCAA has implemented this new thing called NIL. College athletes now have the opportunity to earn money for their name, image, and likeness. This a big deal since college athletes have been fighting for years over their name. The argument was amateurism which is the concept that college athletes are not professionals and do not need to be compensated. A downside of NIL is that it puts extreme stress on college athletes to uphold their reputation. Reputation plays a huge role on the athletes’ professional career because they have to partake and obtain a certain role and level of maturity to present themselves to the world. Professional sports teams have spent time and money perfecting their sports page to make sure their potential investments aren’t going to cause any trouble or problems in the future.  They even went to as far opening a new position looking for social media managers to broadcast athletes in a different new advertising way. Nike is one of the biggest companies to produce the best advertisement for the sports industry. Nike just came out with a new campaign called “Play New” which demonstrates them encouraging all people to try a new sport to see if they can make a new connection or express there inner selves. When Nike released the campaign it went viral on the social media platform such as Twitter, Instagram, and Facebook giving it more lead way and branching out to connect with new celebrities. Celebrities are also a huge deal with social media because with their large platforms they can help grow the Nike campaign by influencing their followers. Overall, social media has a huge role in the future of the sports communication field and advertising.