This article examines the relationship between big data, including athlete biometrics and data on training regimes and psychological management, and professional sports. While not a direct evaluation of how this data might impact athletes’ social media use, it does raise some interesting questions. Specifically, it mentions how “the open availability of this data is also a trigger for conflict between the digital media, marketing and financial objectives of a professional sports team, and the on-field performance aims of coaching staff and athletes”. In other words, what would happen if an athlete suddenly started tweeting about this otherwise proprietary data? Would it put them and their team at a competitive disadvantage?