Spotlight or sideline? Nepali sport’s social media dilemma

The pressure to constantly perform online also brings mental strain.

In the digital age, professional athletes are no longer just performers on the field—they’re also creators, influencers, and storytellers. Around the world, established and emerging sporting stars are curating their lives online, turning training sessions and post-match celebrations into content for millions of followers. While this trend brings exposure and commercial opportunity, it also invites a question: Are athletes now spending more time perfecting their image than perfecting their performance?