ATHLETE ACTIVISM: THE POWER OF SPORTS STARS IN THE MODERN ERA

Credit: Under Armour

Reflecting on organisations and players joining forces for the social media blackout this weekend, our Account Manager Emma looks at how athlete activism is a win-win for all involved.

By Emma Albon

Not a day goes by where a sports star’s reputation isn’t scrutinised in the media, for both good and bad reasons. Recently however, an increasing number of athletes are in the limelight for the former, using their own personal channels and status to promote the causes that mean the most to them. Athletes have always added their voice and influence to political and social causes, but there has been a shift from joining a cause, to actively leading it.

The obvious example is Marcus Rashford, who in 2020 successfully campaigned against the Government to tackle issues of homelessness and child hunger in the U.K. In rugby, Maro Itoje partnered with ‘Signature African Art’ to celebrate Black History that isn’t included in school curriculum, and previously campaigned to improve lockdown access to laptops, tackling the ‘digital divide’. Not forgetting the national team captain, Owen Farrell, who has been a highly visible figurehead – including on-pitch after every successful kick – in raising awareness of the children’s charity ‘Joining Jack’.

At the beginning of this month, it was announced that Maro was included in Forbes 30 under 30. This was partly due to his social campaigning, as Forbes identified ‘Over the last 12 months Itoje has tackled issues on identity and won praise for articulating what it is to be both Nigerian and English in a fiercely patriotic sport.’ Although Itoje’s initiatives will be making an impact on others, he too is being rewarded for his efforts, with such recognition. Likewise, Rashford became an MBE in October at the age of 22, after 1.3 million children were able to claim free school meal vouchers last Summer thanks to his classy campaigning.

The genuine altruism and desire to effect positive change is not in question. The causes are entirely authentic and heartfelt. But you cannot ignore the positive impact on an athlete’s profile and brand for such activism, which makes them that much more attractive for brand partnerships. With companies looking to project their socially responsible, purposeful credentials, an obvious tactic is to partner with athletes making positive movements and to capitalise on the association to their actions and beliefs. Jay-Z’s sport management company, Roc Nation, recognised the potential in Maro Itoje, who has a strong interest in social justice, equality, and inclusivity. Since signing in November last year, Maro has landed significant ambassador deals with Ralph Lauren and Under Armour. On the day Under Armour was announced, the apparel company donated £1M of performance sportswear to ‘Kit Us Out’, supporting disadvantaged young people in the UK and worldwide.

This deal benefits all parties; athlete, brand, and cause. ‘Kit Us Out’ have received a life-changing donation, whilst there is a clear value exchange for Under Armour and Maro. It rings true that the greatest collaborations are those that have equal benefits for all parties involved. But is this a positive for the clubs and teams those athletes represent?

The commercial rights battle between ‘team versus individual’ is as old as sports marketing. Athlete activism is just the latest battleground, with the potential clash not just between brand partners, but also causes and charities. Whilst partnering with a team or governing body comes with its own advantages, (i.e., an extensive list of rights and benefits, the ability to connect with a huge fanbase, guaranteed media amplification), in an age where social media dominates, brands are increasingly recognising the power and influence individual sports stars wield. In shifting towards partnering with athletes, who have highly engaged social followings, influential voices and individual passion points, brands are able to have more control over the messaging pushed out on ambassadors’ channels, with fewer restrictions. Arguably, the athlete motive can often seem more authentic, given personal connections to causes that the individual is genuinely passionate about.

The balance of power might be shifting towards players, but clubs and teams shouldn’t just accept athlete activism, they should actively encourage it – and not just for the greater societal good. The associative benefit of Itoje or Rashford’s activism to their ‘employers’ is huge. It would be fascinating to see how the perception of Manchester United has changed (European Super League notwithstanding) over the past year as Rashford’s stock has risen. It is hard to believe he isn’t front and centre of United’s sponsorship sales pitches. If an athlete is interested in making a difference in an area they’re passionate about, clubs and governing bodies should be doing all they can to amplify their voice and encourage them to act on it.

Based on some of the success stories in recent years, I hope to see more athletes step up and make their voice heard to support causes that will create further societal change. And if it helps their marketability and attractiveness to brand partners, more power to them.