In an era where footballers are more connected than ever to fans through digital platforms, they are also increasingly exposed to a darker side of online engagement: abuse, harassment, and hate. At the forefront of efforts to address this growing challenge is Dr Katie Liston, Senior Lecturer
in the School of Sport and Exercise Sciences.
Dr Liston's work demonstrates how academic research can connect knowledge with practice, moving beyond theory to create meaningful change in sport. Her original intervention, KICKBACK, is helping elite female youth footballers develop knowledge,
skills and resilience that are needed to identify, manage, and respond healthily to online hate, including understanding the mechanisms that amplify sexism and misogyny directed at women in football
Understanding a Growing Problem
Online hate has become one of the most pressing issues facing modern sport. While abuse directed at athletes through social media affects athletes across many sports, football is one of the most visible arenas in which players experience targeted hostility.
For Dr Liston, the issue extends far beyond isolated incidents. Online hate represents a complex societal challenge driven by multiple factors. Social media platforms operate under different moderation policies, governments vary in their regulatory approaches, commercial interests can
often conflict with efforts to create safer online spaces and women’s sports rely more and more on social media for visibility and commercial development at the same time, younger generations who have grown up immersed in digital environments perceive online hostility as an unavoidable –
even normal - part of life. So too do footballers.
These realities make online hate difficult to prevent at source. Rather than focusing solely on removing harmful content, which will require co-ordination of many disparate interests, Dr Liston's research recognises the primary importance of equipping players with the tools
to understand and respond effectively when they encounter abuse.
KICKBACK to Tackle Online Hate
Developed through extensive international research and stakeholder engagement, KICKBACK is an innovative education and training programme designed specifically for elite female footballers.
The programme supports participants in developing a better understanding of online hate, recognising its forms and impacts, and learning practical strategies for managing their exposure to it. A central aim is to promote players’ self-awareness and understanding of their social
media use and develop structured responses that protect both performance and wellbeing.
What sets KICKBACK apart is its focus on education rather than simply awareness. Through structured learning, participants explore the realities of digital abuse, examine the challenges of online engagement, and develop strategies that enable them to navigate social media environments
more confidently and safely.
The programme reflects a broader commitment to safe sport and athlete welfare, recognising that digital spaces have become an increasingly important aspect of sporting life.
Creating Impact Across Irish Football
The impact of Dr Liston's work is already being felt within football clubs and associations.
As part of a wider Safe Sport Literacy Programme, education and training have been delivered to elite girls' teams within the Irish Football Association (IFA). Players report increased preparedness and confidence in responding to online hate.
These findings suggest that targeted education can help young athletes feel more equipped to manage digital challenges that can otherwise have significant consequences for their mental health, wellbeing, and sporting development.
Building on this success, KICKBACK is also expanding its reach. Rollout plans include delivery to women’s football clubs, elite boys' teams, coaches, and wider stakeholders.
By engaging multiple groups across the football ecosystem, the programme seeks to create a culture where online safety, digital literacy and player wellbeing are shared responsibilities rather than individual burdens.
The programme is also being delivered to the Football Association of Ireland (FAI). This cross-border collaboration highlights the wider applicability of Dr Liston's research and demonstrates how evidence-based interventions can support athlete welfare beyond regional boundaries.
The partnership offers opportunities to evaluate the programme across different contexts and to contribute to broader conversations about safeguarding athletes in the digital age.
Research with Real-World Relevance
Throughout her career, Dr Katie Liston has focused on understanding the relationship between sport and society. Her work exemplifies how academic research can address contemporary social issues while generating practical benefits for communities and organisations.
The challenge of online hate is unlikely to disappear quickly. As digital engagement becomes increasingly central to professional and elite sport, footballers will continue to face new forms of online scrutiny, criticism, and abuse. Programmes such as KICKBACK represent an important
shift towards proactive education and resilience-building, helping athletes navigate these challenges before they become crises.
Looking Ahead
The expansion of KICKBACK across football organisations on the island of Ireland signals a growing recognition that online hate is not simply a social media issue, it is a player welfare issue, a safeguarding issue, and a societal issue.
Through her leadership, research expertise and commitment to impact, Dr Liston is making an important contribution to addressing one of sport's most contemporary challenges. As KICKBACK continues to grow, so too does its potential to shape healthier, more supportive digital
cultures within football and beyond.
Dr Liston's work offers a compelling example of how research can drive positive change, ensuring that athletes are not only prepared to compete at the highest level, but also equipped to thrive in the increasingly complex online world that surrounds modern sport.
