From field to feed: Norwegian Football Players’ usage and self-presentation on Instagram throughout the UEFA Women's EURO 2022 Championship

The UEFA Women's EURO 2022 and the FIFA 2023 Women's World Cup set new attendance records, thereby reflecting the growing popularity of women's football. In this context, social media platforms have become critical tools for women athletes offering opportunities for sponsorship and activism. This study focuses on the Instagram activity of five individual players from the Norwegian national team during the UEFA Women's EURO 2022. It examines the following research questions. (a) What type of content did the players post throughout the UEFA Women's EURO 2022 Championship period? (b) How did content type and posting frequency vary throughout the championship period? (c) How did audiences engage with the various types of content posted on Instagram throughout the championship period? Methodologically, this article is based on a quantitative content analysis of posts, stories and comments shared by the players during the championship period. Our findings reveal a diverse content sharing pattern that is indicative of strategic impression management. Players predominantly shared sports-related content to enhance their profiles as committed athletes; a tactic aligning with audience expectations. Their posting frequency peaked around matchdays, reduced post-loss and indicated a strategic approach to maintain a positive online presence. Post-elimination, players diversified their content by incorporating business and personal aspects, thereby indicating a shift to a more multifaceted self-presentation. Audience engagement was largely positive, with interactions showing support and encouragement, which reinforced the effectiveness of sports-focused content in garnering positive reactions. However, the posts relating to LGBTIQA+ activism prompted a notable amount of negative feedback, which highlighted the challenges and potential backlash when engaging in social media activism.