Wait… there are how many Division I teams?

NCAA Division I (D1) athletics are commonly seen as the gold standard for collegiate athletics. What many collegiate athletics fans don’t realize however, is that D1 is massive, and I mean, massive. In D1 men’s soccer, there are 205 competing teams across the country, but many fans have only heard of highly regarded programs like Syracuse University and James Madison University. It can be quite difficult for smaller D1 soccer programs to compete with the big names of collegiate athletics, but by effectively leveraging social media platforms, they can gain a competitive edge.

“I think the main thing is sharing what you’re doing well, and then other people may share that, which obviously reaches a wider audience,” said Josh Baker, Assistant Coach of the Chowan University Men’s Soccer Team and graduate of High Point University, where he played on the men’s soccer team.

Josh Baker playing for High Point University in 2019. Photo Courtesy of Josh Baker

No matter the size of the school or strength of the programs, every D1 soccer program has a unique story, especially the smaller schools. There is a special history and culture aligned with each team, and social media is the perfect way to share that story with a broad audience. To differentiate from other soccer programs, smaller D1 programs can share stories of players’ journeys, secrets and tips from the coaching staff, and highlight the overall mission and goals of the team. Instagram, Twitter and Facebook are all perfect platforms for showcasing different images like goal celebrations, cute team moments, and other fun reasons that motivate new fans to follow a team. When a program uses their socials to share the team personality and identity, the program becomes more relatable and followers find content more engaging, whether they see success or defeat, the passion and camaraderie that is displayed will set a soccer program apart from competitors.

“Along with regular soccer content like practices and games, other stuff like interviews and getting to know each player personally is huge in helping fans connect to the team,” said David Wrona, graduate midfielder for the Ohio State University men’s soccer team.

David Wrona playing for Ohio State University. Photo Courtesy of David Wrona

While a small D1 program can be quite popular on social media, viewership and fan attendance at games is a big difficulty for many schools. Simply put, there will just not be the same amount of people in attendance at a smaller program’s game because the school itself has a much smaller audience to begin with. According to Greenfly, 41% of global sports fans stream live sports through digital platforms. Live streaming games and using social media to share highlights can have a massive impact on attendance, and grow a broader and more engaged fanbase that may be more likely to attend games. YouTube and Facebook Live can be used to broadcast games and events, which allows fans who may not always be able to attend in person to watch the game, and also provides an opportunity to attract new followers. By posting highlights, fans, both existing and new, can feel the excitement and enjoyment of attending a team’s game, and in return, there may be an increase in attendance. Even for fans tuning in virtually, Twitter can be used for live game updates, scores, and player statistics and information. By creating opportunities for fans to feel included through social media, smaller programs can set themselves apart and develop a broader and more loyal fanbase.

Dom Foster, playing for Lionsbridge FC during the 2023 season. Photo By Sydney Smith

"Social media is a good way to bring together a community of fans surrounding a team," said Dominic Foster, previous captain of the D1 East Tennessee State University men's soccer team. "It allows the fans to get a deeper insight into what the team is, what they represent, and how to best support them."

Smaller D1 soccer programs may struggle to compete with larger and more established teams, but social media levels the playing field, literally. By sharing a unique story and connecting with fans, a smaller team can still stand out among competitors. Social media is not just a tool, but also a strategic asset that can help a small D1 program thrive in the competitive world of collegiate soccer.