[{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/02\/23\/socially-conscious-sports\/#Article","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.\nWhen 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.\nI 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.)\n \nHXM: How HR tech can improve workplace diversity and inclusion\n   Learn how HR tech can improve workplace diversity and inclusion when paired with a strong corporate strategy based on equality.  \nJustice grows with socially conscious sports\nOur 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.\n\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.\u201d\nRacism is a global issue\nOf course, sports is a microcosm of society, and many athletes have used their moment in the spotlight to advocate for change.\nThink 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.\nYet sports organizations have long tried to remain apolitical.\nIn the Blank Canvas episode, host Baratunde Thurston pointed out:\n\u201cRemember back in 2016 when quarterback CK was at the forefront of the social justice movement in the NFL \u2013 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.\u201d\nIt\u2019s 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?\nWe, 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\n\u2014 NFL (@NFL) June 5, 2020\nFrom boardrooms to bleachers, citizens are driving social change\nAlong 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.\nBut 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.\n\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\n \nBrands: Stand for something, or risk everything\n   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.  \nSocially conscious sports: Making change for good\u00a0\nIn 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?\n\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.\u201d\nIf 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.\u201d\nThe freedom to champion a cause isn\u2019t universal\nEven 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.\u201d\nAn 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.\u201d\nYet 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\n \nWhen she talks, I hear the revolution: It\u2019s no longer enough to hold the line\n   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.  \nThe right pressure creates growth\nThe 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.\u201d\nWe may think of sports primarily as entertainment, but it can also act as a lever for social change \u2013 future generations want to see their favorite players and teams be heroes, both on and off the field.\nI\u2019ve no doubt that in the future we\u2019ll continue to challenge the status quo, and highlight injustice everywhere. With those efforts and the actions of teams, athletes, and their fans, I\u2019m excited about our future \u2013 both on the field of play and in the world at large.\nEquality for all: Go from messaging about inclusion to making it a reality.","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/02\/23\/socially-conscious-sports\/#Article_Person","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/02\/23\/socially-conscious-sports\/#Article_Person_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2021\/01\/Abadesi-Osunsade-150x150.jpg"},"name":"Abadesi Osunsade","sameAs":["https:\/\/twitter.com\/Abadesi","https:\/\/www.linkedin.com\/in\/abadesi\/"],"url":"https:\/\/www.the-future-of-commerce.com\/contributor\/abadesi-osunsade\/"},"dateModified":"2021-10-13T04:20:55+00:00","datePublished":"2021-02-23T22:13:30+00:00","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.","headline":"Socially conscious sports: Fans demand teams stand - or kneel - for change","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/02\/23\/socially-conscious-sports\/#Article_ImageObject","height":"630","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/02\/Sport_Static_HB-1200x630.jpg","width":"1200"},"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2021\/02\/23\/socially-conscious-sports\/","name":"Socially conscious sports: Fans demand teams stand - or kneel - for change","publisher":{"@type":"Organization","@id":"https:\/\/www.the-future-of-commerce.com\/","additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","logo":{"@type":"ImageObject","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","width":"500"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"url":"https:\/\/www.the-future-of-commerce.com\/"},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/02\/23\/socially-conscious-sports\/#Article"},{"@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"}]}]