Athletic Club Striker Nico Williams Quitting Social Media Raises Key Issues

Nico Williams must have felt on top of the world. Blossoming in Spain and a player to usher in better days at Athletic Club, the quick winger approached his side’s Copa del Rey semifinal second leg against Osasuna with a spring in his step, spurred on by a hyped-up home attendance desperate for silverware.

Just a few hours later, everything had turned upside down. And it wasn’t Athletic’s exit from the competition that caused the shift for the 21-year-old. Instead, it was the abuse hurled his way by some fans after a match in which he squandered chances to send his team through—reactions prompting him to deactivate his social media accounts.

Since then, Athletic has released a statement saying “insults and a lack of respect have no place in the game.” Meanwhile, Williams, through his agency, has urged everybody to rally together and eradicate social media hate, stating “not everything goes”—presumably referring to specific comments.

Beyond condemning the messages and letting the incident rest, there is more to reflect on here—about sport and social media culture, accountability, and the complex identities at play. Perhaps more so than any other incident in the game.

How young soccer stars can go from shining lights to scapegoats in the blink of an eye is astounding, highlighting the feedback spectrum—from adoration to personal attacks—they experience. With a strong head and support network around him, you imagine Williams will march on. That he’s felt compelled to take this action should be a massive warning sign, nevertheless.

While it’s naive to expect the Spanish soccer federation and La Liga to police these incidents—particularly online—there’s an argument to suggest they should do more to counter the problem. The Real Madrid winger Vinícius Júnior, who has suffered abuse—often racist—on multiple occasions in Spain, has called on the league to do more. La Liga president Javier Tebas has been defiant in showing how seriously it takes such matters.

The key talking point is social media, however. And, more specifically, how leagues, clubs, and players navigate it. They can use the platform to reinforce unity—as Athletic did on Twitter—harness applications to boost branding and connect with fans globally. Yet players will still suffer until there are regulations, such as account user verification, to counteract the ugly side.

More than anything, the Williams case shows how multilayered club and fan culture are, too. Williams and his brother Iñaki—Athletic’s best forwards alongside Oihan Sancet—were born in northern Spain after their parents crossed the Sahara desert from West Africa to seek a better life in the country. Since breaking into the first team, they’ve become part of the fabric at Athletic—starring for a Basque club priding itself on homegrown players.

Unfortunately, as the Williams incident proves, the uplifting story does little to curb the bleak, knee-jerk reactions surrounding the professional game, whether in the stands or via a screen. Tackling those requires strict regulation.