AUSTRALIA Trends and Developments Contributed by: Sven Burchartz and Jessica Bell, Kalus Kenny Intelex
Sports and Social Media: A Love-Hate Relationship
Alongside these developments, 2025 also saw renewed attention on social media harm through Rugby Australia’s partnership with Social Connect, an AI-powered social media protection service. Social Connect identifies and removes harmful, offensive and abusive comments in real time, while quarantin - ing content in a secure portal accessible by Rugby Australia, where further action may be required under codes of conduct or criminal law. The program has been made available across all levels of the sport and has already been adopted by state member unions, including Rugby Victoria and the New South Wales Rugby Union. This partnership has been viewed as a potential shift in how Australian sporting organisations respond to cyberbullying and online abuse. The issue remains prominent across elite sport, with AFL players, in particular, frequently subjected to anonymous and harmful commentary. During the 2025 AFL season, several players publicly raised concerns about online abuse, including Brisbane Lions captain Lachie Neale, who described receiving “horrific” and “appalling” comments and Port Adelaide player Willie Rioli, who deactivated his social media accounts following racial abuse. Against this backdrop, there is growing discus - sion as to whether broader adoption of similar protec - tive measures across sporting leagues may enhance player well-being and reduce the personal and profes - sional toll of online abuse. Looking ahead, it will be particularly interesting to observe how these social media restrictions continue to develop and operate in practice. While Australia has taken a world-leading position, similar regulatory approaches are beginning to be considered interna - tionally, raising broader questions about how youth protection, commercial interests and athlete wellbe - ing can be balanced in an increasingly digital sport - ing environment. The way these issues unfold, both domestically and abroad, is likely to shape the future relationship between sport and social media for years to come. Beyond the Ballpark: Dynamic Pricing in Australian Sports Leagues The AFL was subject to increased scrutiny throughout the 2025 season regarding its ongoing use of dynamic
In 2025, world-leading legislation was introduced mandating that major social media platforms take rea - sonable steps to prevent Australians under 16 from holding accounts on their services. While the Online Safety Amendment (Social Media Minimum Age) Act 2024 and the Online Safety (Age-Restricted Social Media Platforms) Rules 2025 were introduced as pro - tective measures, questions have emerged regarding their unintended consequences for young athletes and associated stakeholders. Platforms subject to the new age restrictions (including Instagram, TikTok and X) face significant penalties where reasonable steps are not taken to identify and deactivate accounts used by children under 16. At an individual level, concerns have been raised about the impact on young athletes accustomed to using social media as a means of connection, par - ticularly when they travel or relocate for training or competition. There is also growing discussion around the loss of familiar avenues for leisure and stress relief during demanding periods such as drafting and com - petition seasons. Similar questions arise for sporting organisations, given the longstanding reliance on social media as a primary communication tool. Social media has tradi - tionally been used to share schedules, travel arrange - ments, competition results, highlights and organisa - tional updates. The most significant area of uncertainty, however, relates to commercial arrangements. There are no exemptions for professional or commercial use under the regime, meaning that sponsorship obliga - tions requiring social media promotion may become difficult or impossible to fulfil. This is compounded by the fact that parents, guardians, coaches or agents are not permitted to manage accounts on behalf of under-16 athletes on restricted platforms. These issues raise the possibility of contractual disruption, including frustration and may undermine the commer - cial viability of young Australian athletes who can no longer offer exposure on restricted platforms. Addi - tional concern has been expressed for athletes who rely on social media income to fund participation in what is often a costly sporting pathway.
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