[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/02\/23\/socially-conscious-sports\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2021\/02\/23\/socially-conscious-sports\/","headline":"Socially conscious sports: Fans demand teams stand – or kneel – for change","name":"Socially conscious sports: Fans demand teams stand – or kneel – for change","description":"Professional sports leagues are driving change with regard to social justice, as fans demand they take a stand - or knee - for the causes that matter to them.","datePublished":"2021-02-23","dateModified":"2024-12-18","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/abadesi-osunsade\/#Person","name":"Abadesi Osunsade","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/abadesi-osunsade\/","identifier":492,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/787c132c230ebcc4638cb29423005140c76fc7675f606f5d6d9909191c375833?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/787c132c230ebcc4638cb29423005140c76fc7675f606f5d6d9909191c375833?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/02\/Sport_Static_HB.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/02\/Sport_Static_HB.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/02\/23\/socially-conscious-sports\/","video":{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=jkUEeeP2A3E#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=jkUEeeP2A3E","name":"Blank Canvas: Socially Conscious Sports","description":"#BlankCanvas http:\/\/sap.to\/6054Hbx6o Blank Canvas is a newly created SAP Original Series, designed to explore the impact of \u201cThe Passionates\u201d \u2013 a growing group of consumers identified in a recent SAP study, who make purchase decisions and actively support companies that speak up about socioeconomic and environmental issues. \n\nThe 3-part pilot series covers the topics of fashion and sustainability, food and zero waste, and sports and social impact. Blank Canvas is hosted by NYT best-selling author, Emmy nominated storyteller, and activist Baratunde Thurston, who investigates with data-driven content, shares customer stories and points of view from influential experts, and speaks with SAP brand partners (including the NBA, Karlie Kloss, and Cameron Champ). \n\nThis episode provides an in-depth look at how passionate fans have pushed professional sports leagues to put social justice initiatives center court and breakdown cultural boundaries. The show looks at how European football, the NHL, and the NBA were vocal about social issues in 2020, with interviews with NBA executives and golf superstar Cameron Champ providing an inside look at how athletes and executives are creating changes in professional sports.\n\nWatch all 3 episodes of #BlankCanvas on SAP Insights and please subscribe and share your feedback. http:\/\/sap.to\/6051HZkP3","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/jkUEeeP2A3E\/default.jpg","https:\/\/i.ytimg.com\/vi\/jkUEeeP2A3E\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/jkUEeeP2A3E\/hqdefault.jpg","https:\/\/i.ytimg.com\/vi\/jkUEeeP2A3E\/sddefault.jpg","https:\/\/i.ytimg.com\/vi\/jkUEeeP2A3E\/maxresdefault.jpg"],"uploadDate":"2021-02-02T13:35:11+00:00","duration":"PT12M26S","embedUrl":"https:\/\/www.youtube.com\/embed\/jkUEeeP2A3E","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UCVnIv2xF2wyMMCSKv1qF3pA#Organization","url":"https:\/\/www.youtube.com\/channel\/UCVnIv2xF2wyMMCSKv1qF3pA","name":"SAP","description":"At SAP, our vision is to bring out the best in every business. As\u202fa global leader in enterprise applications and business AI, we stand at the\u202fnexus\u202fof business and technology. For over 50 years, organizations have trusted us to bring out their best by uniting business-critical\u202foperations spanning finance, procurement, HR, supply chain, and customer experience.\n\nSAP privacy statement for followers: www.sap.com\/sps\n\nAt SAP, we're committed to fostering meaningful conversations that respect everyone in our community. To maintain a positive environment, we moderate comments that:\n\u2022\tTarget individuals personally, including our employees, customers, or partners\n\u2022\tContain harassing or threatening language\/content\n\u2022\tShare personal information without consent\n\u2022\tPromote misinformation or spam or 3rd-party links\nWe will remove content that violates these guidelines without notice. We appreciate your understanding and contribution to a respectful community.\n","logo":{"url":"https:\/\/yt3.ggpht.com\/nYOjW1G2IQWESZDA5AsNAFuZKxk2vg0VRq3GHTw4xr9SdeR9c_aV17Hfx4UNu8iU0nvB8dLaMOI=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=jkUEeeP2A3E#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=jkUEeeP2A3E#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=jkUEeeP2A3E&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=jkUEeeP2A3E#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":1154370}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=jkUEeeP2A3E#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":22}]},"about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/purpose\/diversity\/","name":"Diversity and Inclusion","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Diversity,_equity,_and_inclusion"]},"Inclusion & Diversity","Industries",{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/intelligent-enterprise\/","name":"Intelligent Enterprise","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Intelligent_enterprise","http:\/\/www.wikidata.org\/entity\/Q6044119"]},"Media, sports, and entertainment",{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/purpose\/","name":"Purpose","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Purpose"]}],"wordCount":1309,"keywords":["Consumer Activism","Purpose","Racial Equality"],"articleBody":"As a child, I remember being blown away by the sight of Venus and Serena Williams playing tennis. Although I grew up in a multicultural household and lived in countries around the world, the only people I ever saw on tennis courts were white. Today, socially conscious sports are evolving how younger generations will perceive themselves.When I was young, watching the two sisters excel at their sport with their dad and mom cheering them on from the sidelines was an exercise in iconic Black excellence.I was reminded of that memory while hosting one of our recent \u201cBlank Canvas\u201d after-parties. (Blank Canvas is an original digital video series hosted by Baratunde Thurston. Each episode explores issues of import for the Passionates, people who work for and do business with the companies that share their personal values on critical social issues.)This content is hosted by a third party ( www.youtube.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowJustice grows with socially conscious sportsOur first after-party discussed episode 1, \u201cSocially Conscious Sports,\u201d which looks at how passionate fans and athletes have pushed professional sports to put social justice initiatives front and center. I was thrilled to be joined by two well-known sports influencers \u2013 Joy Taylor and Arunava Chaudhuri \u2013 for a lively conversation.\u201cThe episode really summed up how impactful sports can be when it comes to social issues,\u201d explains Taylor, a Fox Sports host of \u201cThe Herd\u201d with Colin Cowherd. \u201cAthletes are no longer feeling the pressure to be silent. In fact, they are embracing their voices and their platforms and helping to keep those conversations moving forward.\u201dRacism is a global issueOf course, sports is a microcosm of society, and many athletes have used their moment in the spotlight to advocate for change.Think of Jesse Owens defying Hitler with four gold medals in the 1936 Olympics in Berlin, Tommie Smith\u2019s raised fist after winning his event in the 1968 Summer Olympics, and quarterback Colin Kaepernick taking a knee during the U.S. national anthem in 2016.Yet sports organizations have long tried to remain apolitical.In the Blank Canvas episode, host Baratunde Thurston pointed out:“Remember back in 2016 when quarterback CK was at the forefront of the social justice movement in the NFL – when he kneeled during the national anthem to protest police violence toward Black Americans? This sparked important conversations as well as unrest from fans who felt that protests didn\u2019t belong in sports, which I always found weird because those same fans love the kiss cam and the wave, neither of which belongs in sports at all.”It’s important to note that despite being on the forefront of the issue, Kaepernick still has not worked in the NFL since 2017. Why is that?This content is hosted by a third party ( twitter.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowFrom boardrooms to bleachers, citizens are driving social changeAlong with corporate decisions surrounding race and injustice, the stance in professional sports also shifted dramatically in 2020. During the pandemic, leagues began allowing messages of support for people working in the healthcare sector. After the tragic death of George Floyd, National Basketball Association (NBA) commissioner Adam Silver expressed outrage, and teams demanded a voice.But the activism wasn\u2019t limited to the United States. For example, Bundesliga football teams in Germany, such as FC Bayern Munich and TSG Hoffenheim, launched anti-racism campaigns and tolerance initiatives last year.\u201cThe big difference is that suddenly athletes are allowed to express themselves \u2013 on their game jerseys, sports kits, or in their social media \u2013 about the world\u2019s problems,\u201d says Chaudhuri, a media expert on international football (otherwise known as soccer to U.S. fans). \u201cIn North America, you have the Black Lives Matter movement. In Europe, racism plays out differently. When the English Premier League recently talked about reducing racism in football, it reflects the fact that people from South Asia are not a mainstream part of the sport.\u201d      Brands: Stand for something, or risk everything                It's no longer enough for an organization to have a mission statement - they must also have a purpose - and they must make good on that purpose.      Socially conscious sports: Making change for good\u00a0In the last year, we\u2019ve seen a socially conscious evolution in sports. But I wondered: once the pandemic ebbs and the world returns to something resembling normal, can athletes continue to live their values? Or is there a risk that they will have to make a choice between standing for their beliefs and losing opportunities \u2013 both athletic and sponsorship?\u201cSocial media has significantly shifted the power dynamic for athletes,\u201d says Taylor. \u201cThey have massive platforms and influence. And the Passionates have their values. They don\u2019t want to support companies that aren\u2019t doing the right thing. It\u2019s changed the way that people think. Moving forward, I think there may be even more efforts from athletes to use their platform for good.\u201dIf fact, some athletes are already heeding the call of 2020 and advocating for new social justice issues. Marcus Rashford, a player for Manchester United football, has taken on issues of homelessness and child hunger \u2013 all at the age of just 23. \u201cYou wouldn\u2019t think that this should be an issue that such a young athlete should be raising,\u201d explains Chaudhury. \u201cFeeding our children properly should be the most normal thing in the world. But players like Rashford are really stepping up.\u201dThe freedom to champion a cause isn\u2019t universalEven sporting organizations are taking a new look at social causes. \u201cThe International Ice Hockey Federation decided to relocate this year\u2019s world championship from Belarus,\u201d due to the country\u2019s political instability, says Chaudhury. \u201cThose are the questions international bodies must consider.\u201dAn English football player recently raised his shirt to show a George Floyd protest message \u2013 an action that would normally result in a yellow card (warning). \u201cThe referee understood that the player was making a statement and this is now acceptable,\u201d he adds. \u201cThat\u2019s a change that\u2019s happening throughout a lot of sports.\u201dYet there are still parts of the world where speaking about their values is risky for athletes. \u201cIn certain parts of South America, Africa, and Eastern Europe, as well as Russia, it\u2019s very tricky what people can say,\u201d states Chaudhury. \u201cAthletes may be aware of the problems but they cannot stand up because it might not be accepted by their political leadership.\u201d      When she talks, I hear the revolution: It’s no longer enough to hold the line                Consumers are driving the next great social change via their wallets, and no amount of advertising, PR, or marketing budget can overcome the power of consumers committed to purpose.      The right pressure creates growthThe conversations sparked in the last year are helping athletes and their fans understand important problems and demand solutions. \u201cPeople are started to realize you don\u2019t need to have a huge platform to make significant change,\u201d explains Taylor. \u201cJust simple conversations, changing a heart, is impactful. Every single person\u2019s contribution moves it forward.\u201dWe may think of sports primarily as entertainment, but it can also act as a lever for social change – future generations want to see their favorite players and teams be heroes, both on and off the field.I’ve no doubt that in the future we’ll continue to challenge the status quo, and highlight injustice everywhere. With those efforts and the actions of teams, athletes, and their fans, I’m excited about our future \u2013 both on the field of play and in the world at large.  Equality for ALL:Go from messaging about inclusion to making it a reality."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2021","item":"https:\/\/www.the-future-of-commerce.com\/2021\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"02","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/02\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"23","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/02\/\/23\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Socially conscious sports: Fans demand teams stand – or kneel – for change","item":"https:\/\/www.the-future-of-commerce.com\/2021\/02\/23\/socially-conscious-sports\/#breadcrumbitem"}]}]