HXM: How HR tech can improve workplace diversity and inclusion
Learn how HR tech can improve workplace diversity and inclusion when paired with a strong corporate strategy based on equality.
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 “Blank Canvas” 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.)
Justice grows with socially conscious sports
Our first after-party discussed episode 1, “Socially Conscious Sports,” 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 – Joy Taylor and Arunava Chaudhuri – for a lively conversation.
“The episode really summed up how impactful sports can be when it comes to social issues,” explains Taylor, a Fox Sports host of “The Herd” with Colin Cowherd. “Athletes 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.”
Racism is a global issue
Of 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’s 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’t 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?
We, the NFL, condemn racism and the systematic oppression of Black People. We, the NFL, admit we were wrong for not listening to NFL players earlier and encourage all to speak out and peacefully protest. We, the NFL, believe Black Lives Matter. #InspireChange pic.twitter.com/ENWQP8A0sv
— NFL (@NFL) June 5, 2020
From boardrooms to bleachers, citizens are driving social change
Along 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’t 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.
“The big difference is that suddenly athletes are allowed to express themselves – on their game jerseys, sports kits, or in their social media – about the world’s problems,” says Chaudhuri, a media expert on international football (otherwise known as soccer to U.S. fans). “In 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.”
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Socially conscious sports: Making change for good
In the last year, we’ve 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 – both athletic and sponsorship?
“Social media has significantly shifted the power dynamic for athletes,” says Taylor. “They have massive platforms and influence. And the Passionates have their values. They don’t want to support companies that aren’t doing the right thing. It’s changed the way that people think. Moving forward, I think there may be even more efforts from athletes to use their platform for good.”
If 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 – all at the age of just 23. “You wouldn’t think that this should be an issue that such a young athlete should be raising,” explains Chaudhury. “Feeding our children properly should be the most normal thing in the world. But players like Rashford are really stepping up.”
The freedom to champion a cause isn’t universal
Even sporting organizations are taking a new look at social causes. “The International Ice Hockey Federation decided to relocate this year’s world championship from Belarus,” due to the country’s political instability, says Chaudhury. “Those are the questions international bodies must consider.”
An English football player recently raised his shirt to show a George Floyd protest message – an action that would normally result in a yellow card (warning). “The referee understood that the player was making a statement and this is now acceptable,” he adds. “That’s a change that’s happening throughout a lot of sports.”
Yet there are still parts of the world where speaking about their values is risky for athletes. “In certain parts of South America, Africa, and Eastern Europe, as well as Russia, it’s very tricky what people can say,” states Chaudhury. “Athletes may be aware of the problems but they cannot stand up because it might not be accepted by their political leadership.”
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The right pressure creates growth
The conversations sparked in the last year are helping athletes and their fans understand important problems and demand solutions. “People are started to realize you don’t need to have a huge platform to make significant change,” explains Taylor. “Just simple conversations, changing a heart, is impactful. Every single person’s contribution moves it forward.”
We 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 – both on the field of play and in the world at large.
