The Potential Power of the Sports Activist

Written by DSM on July 4, 2021. Posted in Dynamic Sport Marketing Blog

With the rise of social media, the potential power of the Sports Activist have a platform to directly reach generations. circumnavigating traditional forms of media filters with their views. Given the times we are living in it goes without saying the younger generation have been dealt a bad hand. From political and economic austerity and now the Covid pandemic. When a sports star makes a political or social point …

What Can The Potential Power of the Sports Activist Do?

The propensity to attach ourselves to views resonates is very potent. How much perceived power does a sports activist have? And what can they do to bring about change? As an example…At a press conference about Portugal’s match against Hungary in the Euro’s Ronaldo sat behind the interview desk in front of him was two bottles from the Euro 2020 official sponsor Coca Cola, which he removed to one side and held up a bottle of water and said  “Aqua “. The reported that the share price of Coca Cola fell that day by about $4 billion. As reported in the British newspaper The Guardian.

Coca Cola responded with key statements of   “everyone has a right to their drink preferences”, with different “tastes and needs”… Carrying on to state, “Players will be offered water as well as Coca-Cola and Coca-Cola Zero Sugar upon arrival at press conferences.”  if it is to be believed that amount of money which on the face of it seams to have wiped off a sizeable chunk from Coca Cola’s share value, with a simple action of moving two bottles of Coca Cola which took all of 4 seconds shows us a number of things.

Can Ronaldo Really have That Much Impact?

If Cristiano Ronaldo actions really the impact on wiping off $4 billion from the stock price of Coca Cola.
Imagine if Ronaldo made key statements and an actively campaigned about working class inequality.
Much in the same way as Marcus Rashford did maybe he could change political policy for the better.   

After all who’s going to kick out Ronaldo from the game of soccer for a declaration about real activism ?” 

The term Triple bottom line a concept coined back in 1994 by John Elkington. The theory expands business success metrics to include contributions to environmental health, social well-being, and a just economy. These bottom line categories are often referred to as the three “P’s”: people, planet, and prosperity.

As the global community come to terms with huge environmental changes. Could more be ask from our sports stars. Who have a platform to become more vocal on issues that impact the lives of working class people. Who just so happen to love and support the biggest game on the planet?

The volatility of Stock Markets?

But was Ronaldo’s “Aqua “comment the real cause of the loss?
As it happened the day of Ronaldo’s press conference was the cut-off date for Coca-Cola shares. Traded without the subscription right for the upcoming dividend..ie the distribution to the Shareholders!

The Guardian news paper have withdrawn the article stating. “We published an agency article headlined Cristiano Ronaldo snub wipes billions off Coca-Cola’s market value. Which said that the footballer’s removal of two bottles of Coca-Cola during a Euro 2020 press conference had coincided with a $4billion fall in Coca-Cola’s share price.
In fact, there had already been a fall accounting for a majority of the share price reduction. This was before the press conference. And other factors may also have contributed to the drop.

The Australian Associated Press, later withdrew the article from its service, and the Guardian also removed the piece from publication.” 

On that day Coca-Cola’s share price fell from $ 56.10 to $ 55.22 coincidentally after Ronaldo’s gesture, fell down 1.6 percent. The market value of Coca-Cola fell from $ 242 billion to $ 238 billion. That’s a $ 4 billion decrease. Fact is Coca Cola share price did bounce back later. 

A number of leading Financial Services experts said Coca-Cola’s shares finished 0.25 percent down. Which was in line with the overall dip in the Dow Jones on the specific day. The Market capitalisation of Coca-Cola is around $235 billion as such had the publicity of “Aqua gate” not hit the headlines the people in wall street would not noticed too much…just another day in the office so to say.

The power of Social Media reach

The social shift.

The younger generation have been subjected to government imposed austerity. And now a global pandemic.
Young people tend to spend more time on-line with social media playing a big part in there information gathering.
It is no wonder many attach themselves to the power of sport and look towards sport stars for inspiration. 

As an example the reach of Cristiano Ronaldo goes beyond the sport. If you take a look at his social media followers that he has is without question a huge following. It shows just how much impact, a person of his notoriety can have. Ronaldo has a combined social media audience of around 500 million followers. So when he speaks, it could be said he could have some influence for sure.

Ronaldo receives more money for paid posts than any other Instagram athlete ($47.8m). Messi comes in second place, with the 36 sponsored posts on his account netting him $23.3m in total. Cristiano Ronaldo has received more money for paid posts than any other Instagram athlete.

The responsibility of the Sports Star Activist.

For major events Sponsorship is one of the fundamental cornerstones. Sponsorship income is important for all sporting events and the Euros are no different,  agreements with the sponsors must be kept otherwise a whole number of legal issues could ensue. Free speech and self expression should not be suppressed especially on the grounds of religion and equality.

As was the example of Paul Pogba removed the non-alcoholic beer from the table without saying a word… Ronaldo’s comment of “Aqua” on the other hand points to a health issue, Paul’s rejection was a religious one as he does not endorse any form of alcoholic association. While these actions are not the same as other sport activists, they could well spark activism from other players. Players need to fully understand that they do has a profound influence on the younger generation. A fact which most companies full understand the dynamics of and explore that dynamic to its full potential.

Should Sport Stars Support Ethical Products?

Endorsement from companies is extremely attractive for sports stars. Given most sports stars life span could be as little as 8 years. So the question is should they have the resolve to pick products that they fully back and believe in? From an ethical and sustainability perspective?

Many sport stars have set-up foundations that provide a lot of hope for disenfranchised and marginalised people and communities. Cleary this is a very positive way to used wealth and influence. But the question that keeps returning should these inequalities exist in the first place. We have seen inequality rocket, and the reason why is very complex.

The rise of the Sport activist

The rise of the Sport activist came to light recently with the quarterback of the 49ers Colin Kaepernick. His actions by not standing for the USA national anthem back in 2016 inspired many sport stars. Kaepernick’s taking a knee is also the symbol of football’s current stance against racism in football. It is now common place for players to take a knee before kick off.

The actions of Colin is a lasting example of his convictions and will be remembered. Analysed for its social impact just like Muhammad Ali’s stance against the Vietnam War and Tommie Smith and John Carlos’ black power salute at the 1968 Olympics.

Of course most of us regard the original activist Sports Star in modern times as Muhammad Ali however a lot more Sports Activist came before Muhammad Ali and of course lots more where inspired by Ali.

Past and current Sport Activist that have really made a stance for the betterment of the world

• Kareem Abdul-Jabbar, Bill Russell (social activism and take a stand for civil rights.),
• Jim Brown’s (black economic union).
• Brittney Griner …Michael Sam …Rudy Galindo…Billie Jean King (LGBTQ community).
• The Syracuse Eight (social justice),
• Venus Williams (Fight for equal pay)
• Babe Didrikson Zaharias and Althea Gibson (Breaking the gender barrier in professional sports)
• LeBron James (Black Lives Matter)
• Arthur Ashe ( Fight against apartheid and fight against AIDS)
• Jesse Owens ( Fight against racism)
• Jackie Robinson ( Equal rights & racial justice)

So the question is if you have a lot of “influence” as a sports Star. What would you be willing to put on the line for making a stance and showing leadership and compassion?

Or do you agree with Megan Rapinoe? Who has stood at the forefront of the fight against inequality in women’s soccer. When she says …

source:https://eu.usatoday.com/story/sports/soccer/wusa/2019/12/04/megan-rapinoe-calls-messi-ronaldo-combat-inequality-soccer-racism-sexism/2608232001/

Sport and Politics

Some will say Sport should not have any political connection. From the Olympic games to the corporate world. Soft power through sport has always been prevalent if you scratch the surface. 

Challenging the current political ideology whatever your views are on Sport…Society and politics one thing is clear. Those who can go beyond the limitations of their class through sport. Who have the platform to help inspire a better world should they use it to maxim effect?

Question is if you had the Power and platform of the Sports Activist what would you do?

Of course most of us regard the original activist Sports Star in modern times as Muhammad Ali however a lot more Sports Activist came before Muhammad Ali and of course lots more where inspired by Ali.

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