By Ken Reed
Several sports stars, including Naomi Osaka, Marcus Rashford, Megan Rapinoe and Lewis Hamilton, have seen their social followings and engagement rates soar after using their platforms for social justice causes this year. Socially-responsible brands have seen a similar boost.
The increases have been driven largely by younger, socially-conscious fans and consumers. According to Nielsen Data Fan Insight research, 48 percent of 16 to 29-year-olds say they have an increased interest in socially responsible brands in 2020, a year marked by the Covid-19 pandemic and social justice protests. Older age groups have also seen a spike in interest in this category. Forty-six percent of 30 to 49-year-olds and 34 percent of 50 to 69-year-olds say they are more interested in socially responsible brands in 2020.
“The social upheaval that’s been caused by the global pandemic is likely to reshape what sports marketing looks like in future,” said Samantha Lamberti, a consultant for Nielsen Sports. “As a result, we will see a shift in brands realigning their marketing strategies to ensure they support different social causes.”
The growing interest in companies that conduct business in socially responsible ways could change the branding and marketing efforts for both athletes and their sponsors moving forward.
“We will see this continued change in behavior with brands not only adapting their own strategies to ensure they align themselves with social causes but we will also see them work closer with athletes that represent similar values and beliefs as they do in order to be seen by consumers as authentic,” said Lamberti.
— Ken Reed, Sports Policy Director, League of Fans
Sports Forum Podcast
Episode #30 – League of Fans’ Sports Forum podcast: The State of College Athletics with Dr. David Ridpath: Problems and Potential Solutions – Ridpath is a sports administration professor at Ohio University and a long-time member of The Drake Group, a college sports reform think tank.
Follow on Facebook: @SportsForumPodcast
Episode #29 – League of Fans’ Sports Forum podcast: The Honorable Tom McMillen Visits League of Fans’ Sports Forum – McMillen is a former All-American basketball player, Olympian, Rhodes Scholar and U.S. Congressman. We discuss the state of college athletics today.
Episode #28 – League of Fans’ Sports Forum podcast: A Chat With Mano Watsa, a Leading Basketball and Life Educator – Watsa is President of PGC Basketball, the largest education basketball camp in the world. We discuss problems in youth sports today.
Episode #27 – League of Fans’ Sports Forum podcast: Kids’ Sports: How We Can Take Back the Game and Restore Quality Family Time In the Process – Linda Flanagan is author of “Take Back the Game: How Money and Mania Are Ruining Kids’ Sports and Why It Matters.” We discuss how commercialized and professionalized youth sports are hurting kids and their families.
Episode #26 – League of Fans’ Sports Forum podcast: How Can We Fix Youth Sports? – John O’Sullivan is Founder and CEO of Changing the Game Project and author of “Changing the Game: The Parents Guide to Raising Happy, High Performing Athletes and Giving Youth Sports Back to Our Kids.”
Episode #25 – League of Fans’ Sports Forum podcast: Physical Education Should Be a Critical Component of K-12 School Design – Michael Horn is co-founder of the Clayton Christensen Institute for Disruptive Innovation.
Media"How We Can Save Sports" author Ken Reed appears on Fox & Friends to explain how there's "too much adult in youth sports."
Ken Reed appears on Mornings with Gail from KFKA Radio in Colorado to discuss bad parenting in youth athletics.
“Should College Athletes Be Paid?” Ken Reed on The Morning Show from Wisconsin Public Radio
Ken Reed appears on KGNU Community Radio in Colorado (at 02:30) to discuss equality in sports and Title IX.
Ken Reed appears on the Ralph Nader Radio Hour (at 38:35) to discuss his book The Sports Reformers: Working to Make the World of Sports a Better Place, and to talk about some current sports issues.
- Reed Appears on Ralph Nader Radio Hour League of Fans’ sports policy director, Ken Reed, Ralph Nader and the New York Times’ Tyler Kepner discussed a variety of sports issues on Nader’s radio show as well as Reed’s updated book, How We Can Save Sports: A Game Plan. Reed's book was released in paperback in February, and has a new introduction and several updated sections.
League of Fans is a sports reform project founded by Ralph Nader to fight for the higher principles of justice, fair play, equal opportunity and civil rights in sports; and to encourage safety and civic responsibility in sports industry and culture.
Vanderbilt Sport & Society - On The Ball with Andrew Maraniss with guest Ken Reed, Sports Policy Director for League of Fans and author of How We Can Save Sports: A Game Plan
Sports & Torts – Ken Reed, Sports Policy Director, League of Fans – at the American Museum of Tort Law
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Ken Reed’s Author Page on Amazon