UK Sport has launched a groundbreaking initiative to safeguard Olympic and Paralympic athletes from social media abuse like never before.
Funded sports can now take control of their online spaces with Social Protect — an award-winning, AI-powered app that proactively detects and removes abusive comments in real time.
Unprecedented in British sport, this initiative provides a continuous safeguard, enabling athletes to stay active in the conversation without compromising their wellbeing.
A significant six-figure investment across the LA 2028 cycle, this followed a competitive tender and rigorous review process.
This is a crucial addition to UK Sport’s world-leading support package for Olympic and Paralympic athletes, ensuring athletes have the right support to perform at their very best.
This always-on service will complement existing protection that is offered to athletes by Team GB and ParalympicsGB during Olympic and Paralympic Games.
Social Protect can also be used by UK Sport-funded major events hosted on UK soil, protecting official event channels.
Social Protect’s technology works across platforms to eliminate harmful content before it can cause damage, helping to create safer spaces for athletes.
The platform works seamlessly with Instagram, Facebook, TikTok, Discord and YouTube, deleting comments in under a second using a dynamic, personally customisable database of over two million harmful phrases in more than 100 languages.
Three-time Team GB Badminton Olympian Kirsty Gilmour said: “In the last six years, I have noticed a real increase in the abuse I’ve been receiving on social media.
“Reading abusive comments at the wrong time can cause a lot of damage. I have come straight off the court, debriefed with my coach, reached for my phone and received a death threat. The comments that hurt me most are the ones that target me and my career personally.
“Social Protect feels like a real step up in terms of the level of control I can take over my experiences online. Getting set up on the app is so easy and comments disappear in real time – I can choose whether to see them or not. It feels empowering and like a real force field over my little corner of the internet.
“I’m really impressed with how UK Sport have become the trailblazers for putting this safety net in place for athletes.”
Dr Kate Baker, Director of Performance and People at UK Sport, said: “The level of abuse our athletes are facing online is unacceptable - to do nothing about this is not an option.
“Our partnership with Social Protect shields athletes from abuse to an extent never before seen in British sport and we are fiercely proud to be pioneering in this space.
“Social Protect are world leaders in creating safe digital spaces and their cutting-edge technology ensures that our athletes are protected - not just at Games time, but all the time.
“This is a significant investment for UK Sport and sits right at the heart of our commitment to ensure athletes have the right support to be the best versions of themselves on and off the field of play.”
Shane Britten, CEO of Social Protect, said: “Abuse is abuse, whether it happens on the field or in a comment section. We built Social Protect to give people control over their own digital boundaries and to stop harmful content before it ever reaches them.”
“We are delighted to be partnering with UK Sport and protecting the nation’s top athletes. UK Sport is truly leading the way. They studied the problem and came to us for a real solution: to protect their athletes. We’re protecting their athletes around the clock, taking social media abuse off their plates and placing a protective bubble around them and their families so they can stay focused on what they do best — performing at the highest level.”