The Rise of Online Abuse in Collegiate Sports: Lessons from the NCAA Threat Matrix Pilot Study
(Editor’s Note: Interesting article from Segal McCambridge’s Sports Recreation and Entertainment Practice Group and the lead attorney of the practice group Carla Varriale-Barker (she/her).)
Online abuse in sports has reached alarming levels, targeting athletes, coaches, and officials, especially during high-profile events. Recognizing the growing threat, the National Collegiate Athletics Association (NCAA) partnered with Signify Group to pilot the AI-powered Threat Matrix tool. This initiative aimed to identify and combat offensive online behavior during the 2023 and 2024 NCAA championships while highlighting the urgent need for solutions to protect the mental health and well-being of collegiate athletes.
A Disturbing Digital Reality
The pilot study analyzed over 1.3 million public messages from platforms like “X” (formerly Twitter), Instagram, Facebook, and TikTok, identifying 16 categories of online abuse, including sexual harassment, misogyny, racism, and sports betting threats. Sexual abuse topped the list, accounting for 18% of abusive content, followed by sexism (14%) and betting-related threats (12%). High-profile events, such as March Madness, were particularly targeted, with female athletes—especially women’s basketball players—facing three times as much abuse as their male counterparts. One athlete received over 1,400 hateful messages in just two weeks.
Carla Varriale-Barker
Coaches, officials, and even NCAA committee members were not spared, often becoming targets due to sports betting allegations and public criticism. Bots amplified harmful content, particularly during events like gymnastics, where 92% of sexualized posts were linked to automated accounts. The hostile online environment extended beyond explicit abuse, as many messages referred to individuals by name, creating a pervasive atmosphere of negativity.
The Human Impact
The consequences of online abuse were severe, with victims reporting anxiety, depression, loss of confidence, and even suicidal ideation. The study revealed that the effects often persisted, even for those who initially claimed to be unaffected, underscoring the need for sustained support and intervention.
Steps Toward Solutions
The NCAA and Signify Group used advanced tools to identify and report abusive content, unmask anonymous offenders, and work with law enforcement in severe cases. Welfare support was also offered to victims, reflecting the NCAA’s commitment to safeguarding athletes and holding abusers accountable.
March Madness provided a stark example of the scale of abuse, with nearly 850,000 posts referencing competitors, many of which included sexist and racist remarks. Betting-related abuse further heightened tensions, particularly toward officials and event organizers. These findings align with broader trends in global sports, where online threats tied to gambling have become increasingly prominent.
What This Means for Organizations
The NCAA’s efforts set a precedent for addressing online abuse in sports but also highlight the need for collaboration across the sports ecosystem. Organizations should prioritize creating safe digital spaces by combining technology-driven solutions like AI monitoring tools with robust welfare support systems. Expanding surveillance to include private interactions and addressing social media platforms’ role in enabling abuse are crucial next steps.
For institutions, these findings emphasize the importance of proactive measures to mitigate online harm. Investing in technology, enforcing accountability, and fostering partnerships with law enforcement can significantly reduce the prevalence and impact of online abuse.
A Call to Action
The NCAA Threat Matrix Pilot Study underscores the real-world consequences of online abuse, from mental health challenges to impacts on performance and well-being. Protecting athletes and officials is a collective responsibility. With the right tools and policies, the sports community can pave the way for a safer, more inclusive future.