By Ken Reed
Companies have long used athletes to help promote their brands. However, the impact of athlete sponsorship has never been greater than today. And due to the fact that consumers have shown growing interest in socially-responsible brands, companies are increasingly aligning themselves with athletes that are strong advocates for various social causes.
Athletes are giving their voices to a variety of social causes at unprecedented levels. Research reveals that athletes using their social media platform to support social causes generated approximately $314 million in media value in 2020. That figure is predicted to rise to $1.2 billion by 2023.
According to data produced by the Nielsen Data Fan Insight tool, people’s interest in brands that have acted in socially responsible ways during the pandemic has increased signficantly. This holds true across the board demographically but is especially prevalent among young people where 48 percent of those aged 16 to 29 claim to have an interest in socially responsible brands. That compares to 46 percent of 30 to 49 year-olds and 34 percent of those between the ages of 50 and 69.
“The social upheaval that’s been caused by the global pandemic is likely to reshape what sports marketing looks like in the future,” according to Samantha Lamberti of Nielsen Sports. “As a result, we will see a shift in brands realigning their marketing strategies to ensure they support different social causes.”
Nielsen research shows 95 percent of athletes with more than five million followers used their platform to support a social cause last year.
— Ken Reed, Sports Policy Director, League of Fans
Sports Forum Podcast
Episode #31 – League of Fans’ Sports Forum podcast: Foul Ball Safety Is Still an Important Issue at Ballparks – Our guests are Jordan Skopp, founder of FoulBallSafety.com and Greg Wilkowski, a Chicago based attorney. We discuss the historical problem of foul balls injuring fans, why some teams are still hesitant to put up protective netting in some minor league and college baseball parks, and the fact the vast majority of players are for more protective netting in stadiums.
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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 member of The Drake Group, a college sports reform think tank.
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.”
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