Sponsorship and Activism

I was going to write a post about the return of sport and the opportunity for sponsors to lean in and create fan experiences that we know society is so desperately craving. But last week, we were reminded that sports are about more than hot-dogs and beer sales. It’s about more than rally towels and virtual fan-stands. Athletes hold influence – and have a voice. One after another, teams walked off the job, and reminded the world that they have our attention.

The relationship between sports and activism spans generations, actually beginning in 1883. The topics of activism cover gender, race, money, nationality and the struggle for justice.

Think about the Olympic games that took place in Berlin in 1936, as Adolf Hitler persecuted his own citizens, and many athletes boycotted the games. Track stars Mark Robinson (brother of another athlete activist Jackie Robinson), and Jesse Owens (both black athletes) stood proudly on the Olympic podium to disprove Hitler’s beliefs of a master race.

Then there’s Muhammed Ali. Decorated boxer. Undisputed activist. At a young age, he joined Malcolm X and the Nation of Islam and because of this, he opposed the Vietnam War. He stood by his identity as a black Muslim in America and fought for the rights he believed black Americans and Muslims deserved. He nearly lost it all because of his focus on civil rights – he was stripped of his title and banned from boxing. Despite this setback, he inspired other athletes to step up against social justice all around the world. He created social change and he paved the way for the role of athletes in activism.

Today, athletes like Colin Kaepernick, Lebron James, and Naomi Osaka [VF1] are appealing to the public for social change. There are still groups of people that believe “athletes should stick to sports,” but the truth is, athletes haven’t stuck to sports for a long time. And they shouldn’t as they have influence, and with influence comes responsibility.

So, what about sponsors? Should sponsors take a stand?

We always go back to the award-winning Nike ad starring Colin Kaepernick. I do need to remind everyone that this ad came out in 2018. Colin Kaepernick was essentially shut out of the NFL in 2017 after kneeling during the national anthem. At that point, much like Muhammad Ali, he no longer had a job. Nike’s bravery the next year was to stand by an athlete they had signed in 2011, and take a stand with him.

Now, three years after the time Colin Kaepernick’s voice was muffled, athletes are more vocal than ever and deserve the support, the amplification and the respect of the brands that make money off of the athlete’s popularity and personal brand.

Consumers expect brands to have a voice and take a stand on racism, with 60% of Americans believing that brands need to use their marketing dollars to advocate for racial equality. It is no longer about avoidance or about playing nice. Not saying anything is worse than saying nothing at all.

Many marketers I know want to get involved. And the big question is… how? Every brand isn’t Nike. And not every brand can be.

However, that can’t be an excuse. Here are ways to start acting as a better brand sponsor:

1. Look at yourself first. Is your organization walking the walk? Be vocal on what the brand / company / corporation believes. Bring it front and centre through conversation, commitment and a focus on meaningful change. Have a voice, a policy, an expectation, a standard and a focus on how your organization is going to create a world where diversity is a norm and where black lives matter.
   

2. Is diversity and racial equality important to the sponsorship and endorsement choices you’ve made? How about in the content you are creating? Your brand has the power of amplifying the voice of the unheard, the unseen and the ignored. How does your sponsorship strategy support that?
   

3. Find ways to evolve the sponsorship to create meaningful change in areas that tackle systemic racism. Are there after-school community programs you can create that align with your sponsorship and give BIPOC youth opportunities they may not have otherwise? Really understand how your sponsorship is giving back to the community and if it isn’t, let’s be creative on how it can.
   

4. Push, and keep pushing. Keep diversity top of mind within your campaigns, the choices you make, the people working on your business, how you leverage your assets and the selection of people that you endorse. Use your sponsorship dollars to support partners, communities and people that may not be supported today – and help make lasting change.

Change doesn’t happen overnight. Let’s remind ourselves that the work to change the system will take weeks, or months, or in some cases even years. The first priority is awareness and conversation. Let’s be aware of our ability to make change, and most importantly, let’s all put our money where our mouths are.

Brands and sponsors, you’re already using marketing dollars to connect with your consumer on their passion points. Let’s dig a bit deeper and make these moments of connection more meaningful, more active, and more impactful. 

Let’s not only support those taking a stand, but let’s take one ourselves and make lasting changes in our society.