The impact of social media on athlete endorsements is significant, as platforms allow athletes to build personal brands and engage directly with fans. This direct connection creates authenticity that brands seek for endorsements. Athletes can share their values and interests, making endorsements feel more relatable. Social media also facilitates quick communication, making it easier for brands to tailor advertisements and interact with audiences. However, it poses risks, too, as missteps can lead to backlash that affects endorsements directly.