Ethics and Social Responsibility: The New Frontiers of Sports Marketing

September 25, 2023

The importance of ethics and social responsibility has gained significant ground in the business world over recent years.
This growing awareness has also left a profound impact on the sports sector, influencing marketing and sponsorship decisions. 

How so?

The Impact of Boycotts on Marketing and Sponsorships

Consider the case of the 2008 Beijing Olympics.

Many companies felt under pressure, driven to withdraw their support for the event due to allegations of human rights violations by the Chinese government.

Some chose to continue with the sponsorship, but amplified their efforts in promoting human rights and ethical values. This demonstrated that sponsorship decisions are not based solely on short-term profits, but on long-term ethical considerations.

Athletes as Ambassadors of Values

Another example is Nike’s decision to support athlete Colin Kaepernick, known for protesting racial injustices and police brutality during the American national anthem before NFL games.

Several consumers threatened to boycott the brand. However, Nike launched an advertising campaign with Kaepernick as the protagonist, making a clear statement on its position regarding social justice.

Despite initial controversies, Nike’s sales saw a significant boost post-campaign.

Clean Marketing and Sponsorships

Companies, now more than ever, are cautious about the collaborations they engage in.

The scandal that engulfed FIFA in 2015 with corruption allegations led many businesses to reconsider their partnerships.

This highlighted how associations with entities perceived as “unclean” can negatively impact a brand’s image, compelling them to make tough, yet necessary decisions to maintain their integrity.

Meeting Consumer Expectations

Today, consumers expect companies to be socially responsible.

A Nielsen study revealed that 66% of global consumers are willing to pay more for a product from a company committed to social and environmental causes.

This means that companies opting to sponsor sports events and athletes need to ensure these sponsorships mirror the ethical and social values their consumers expect.

The Path to a Sustainable Future

Lastly, we cannot overlook the environmental aspect of sports events.

Major tournaments like the Olympics or the FIFA World Cup have a substantial environmental footprint.

Companies sponsoring these events are increasingly focused on ensuring sustainable practices, such as using recycled materials for stadium construction or measures to reduce carbon emissions.

Ethics Over Profits

While sponsorships and sports marketing remain potent tools to build brand and reach consumers, ethics and social responsibility have become fundamental components of these decisions.

Modern businesses recognize that integrity, responsibility, and a focus on values are as crucial as profits.

And let’s not forget, when ethics guide marketing decisions, everyone benefits.

If you’d like a free consultation to discover what kind of sponsorship might suit you, contact us. We’re waiting for you!