How female Olympians are boosting their popularity without media help

Enthusiasm for some less popular sports tends to die off at the end of each Olympic Games but Paris 2024 could be different – at least for some women who are using social media to promote themselves and lift their marketability.

Female Olympians, who are mostly younger Millennials and Gen Z, have been posting insights about their Paris 2024 Olympic Games experiences on TikTok and Instagram. Notably, some of the most popular athletes online are not the ones who have won the most medals or had the most traditional media exposure.