Throwers Use Social Media to Build Fans and Fund Their Sport

Shot put, javelin, discus, and hammer throw are not always in the sports headlines. But athletes who compete in these events are finding a new way to get noticed — social media. Canadian shot putter Sarah Mitton, who won a gold medal at the Commonwealth Games this week, says platforms like Instagram have helped her share her sport with people who never knew it existed. She hopes her posts can turn curious strangers into lifelong fans.

Mitton says throwing sports don't get the same TV or newspaper coverage as sprinting or swimming. That means fewer sponsors and less money for training and travel. But by posting fun, lighthearted videos and jokes online, she has built a loyal community of fans. These fans care about her as a person, and that makes them care about her sport too.

"This is a fun place to share a sport that I love," Mitton said. She uses social media not just to show her skills, but to let people get to know the real her. Once people like her, she believes, they start to like shot put too. "People connect with the person first," she said. "They become shot-put fans because they want to support me."

Some throwing athletes have become big stars online. India's Neeraj Chopra, a javelin thrower, has nine million followers on Instagram. American shot putter Ryan Crouser has more than 200,000. Most throwers have much smaller communities — sometimes tens of thousands — but those followers are loyal and truly invested in the sport.

The goal isn't only to reach people who already love throwing events. Mitton and others are trying to find people who have never watched a single throw in their lives. By showing the hard work, funny moments, and real stories behind the sport, they hope to turn total strangers into fans. One comment Mitton often receives shows it is working: "I never thought on a Friday night I'd be watching women shot-putters on a live stream I had to find."

Social media is also helping these athletes pay their bills. More fans means more visibility, and more visibility can attract companies willing to sponsor athletes. "It's helping me fund the sport and make a living," Mitton said. She has earned support from both corporate companies and sports brands. Without that help, it would be very hard to afford the coaching and travel needed to compete at the top level.