Responsible influence in the sports industry
Posted: Mon Jan 20, 2025 6:58 am
Sports KOLs are true ambassadors of social and environmental causes. Trusted advisors to a committed audience, many of them take a stand on segments and issues that are part of the problems of the moment.
Key points
Brands embrace social transformations to meet their consumers' expectations through athletes
Racial equity, gender equality, authenticity, mental health and inclusivity are at the heart of influencer marketing campaigns
While influence has found its place in recent years with different target audiences, sports personalities act as spokespersons. Many causes are represented through various influencer marketing campaigns, but these are really taking off thanks to the KOLs who embody them. Some of the causes covered include:
Racial equity
Racial equity in sports campaigns and in sport in general aims to ensure fair and equal treatment for everyone, regardless of their ethnicity or race. The aim is to combat racism, promote diversity and inclusion and create equal opportunities for all people, regardless of their background. German brand Adidas (27.4M followers on Instagram) is also heavily involved in this fight with its landmark #impossibleisnothing campaign , which shows athletes from around the world doing what they do.
Gender equality
Gender equality in sport refers to promoting equality between men and women, both in terms of access to sporting opportunities and recognition and support for athletic performance. This includes eliminating gender discrimination and creating inclusive and equitable environments for women and girls in sport. One brand that stands out is Brooks Running Canada (13.1K followers on Instagram), which embraces this dynamic and champions the accessibility of sport for all with its “Diversity, Equity and Inclusion at Brooks” promise.
Authenticity
Authenticity in sport is linked to the integrity and transparency of those involved in it, including athletes and influencers. Decathlon (317K followers on Instagram) is an expert in the field of authentic and transparent communication thanks to its products, which respond to the primary needs of all athletes at affordable prices while maintaining a recognised effe canadian ceo email database ctiveness. Decathlon's KOL partners are athletes, like Marie Patouillet (5K followers on Instagram), who promote the brand's values while respecting its convictions.
This means promoting the values of sincerity, honesty and commitment to sport, while avoiding the deceptive practices that many influencers promote, particularly when it comes to sports betting. Deception has recently been banned in France, thanks to a law passed on 23 March 2023 aimed at regulating the commercial activities of KOLs.
Sport can also be used as a means to promote equal voting rights for all people. Athletes and sports influencers can get involved in campaigns or initiatives aimed at raising awareness and promoting voting rights, which should be fair, inclusive and accessible to all citizens. Under Armour (8M followers on Instagram) is an American brand particularly committed to social issues such as equal rights, inclusion and social justice. They have supported athletes who have taken a stand on political issues and have been associated with campaigns that address social issues, accompanied by Stephen Curry (52.1M followers on Instagram).
Mental health
The mental health of athletes is a growing concern. Responsible influence in sport can include promoting mental health awareness, destigmatising mental health issues and providing appropriate resources and support for those who need it. Fitbit (697K followers on Instagram) is a pioneering brand in wearables and fitness and mental tracking technology. While not strictly a sports brand, Fitbit offers a range of health and wellbeing-focused products, which are often used by active people and sports enthusiasts to track their physical activity and thereby achieve a change in mindset. A healthy mind in a healthy body is also Fitbit’s forte, with collaborations also highlighting downtime with athlete Bradley Thoren (715K followers on Instagram).
Key points
Brands embrace social transformations to meet their consumers' expectations through athletes
Racial equity, gender equality, authenticity, mental health and inclusivity are at the heart of influencer marketing campaigns
While influence has found its place in recent years with different target audiences, sports personalities act as spokespersons. Many causes are represented through various influencer marketing campaigns, but these are really taking off thanks to the KOLs who embody them. Some of the causes covered include:
Racial equity
Racial equity in sports campaigns and in sport in general aims to ensure fair and equal treatment for everyone, regardless of their ethnicity or race. The aim is to combat racism, promote diversity and inclusion and create equal opportunities for all people, regardless of their background. German brand Adidas (27.4M followers on Instagram) is also heavily involved in this fight with its landmark #impossibleisnothing campaign , which shows athletes from around the world doing what they do.
Gender equality
Gender equality in sport refers to promoting equality between men and women, both in terms of access to sporting opportunities and recognition and support for athletic performance. This includes eliminating gender discrimination and creating inclusive and equitable environments for women and girls in sport. One brand that stands out is Brooks Running Canada (13.1K followers on Instagram), which embraces this dynamic and champions the accessibility of sport for all with its “Diversity, Equity and Inclusion at Brooks” promise.
Authenticity
Authenticity in sport is linked to the integrity and transparency of those involved in it, including athletes and influencers. Decathlon (317K followers on Instagram) is an expert in the field of authentic and transparent communication thanks to its products, which respond to the primary needs of all athletes at affordable prices while maintaining a recognised effe canadian ceo email database ctiveness. Decathlon's KOL partners are athletes, like Marie Patouillet (5K followers on Instagram), who promote the brand's values while respecting its convictions.
This means promoting the values of sincerity, honesty and commitment to sport, while avoiding the deceptive practices that many influencers promote, particularly when it comes to sports betting. Deception has recently been banned in France, thanks to a law passed on 23 March 2023 aimed at regulating the commercial activities of KOLs.
Sport can also be used as a means to promote equal voting rights for all people. Athletes and sports influencers can get involved in campaigns or initiatives aimed at raising awareness and promoting voting rights, which should be fair, inclusive and accessible to all citizens. Under Armour (8M followers on Instagram) is an American brand particularly committed to social issues such as equal rights, inclusion and social justice. They have supported athletes who have taken a stand on political issues and have been associated with campaigns that address social issues, accompanied by Stephen Curry (52.1M followers on Instagram).
Mental health
The mental health of athletes is a growing concern. Responsible influence in sport can include promoting mental health awareness, destigmatising mental health issues and providing appropriate resources and support for those who need it. Fitbit (697K followers on Instagram) is a pioneering brand in wearables and fitness and mental tracking technology. While not strictly a sports brand, Fitbit offers a range of health and wellbeing-focused products, which are often used by active people and sports enthusiasts to track their physical activity and thereby achieve a change in mindset. A healthy mind in a healthy body is also Fitbit’s forte, with collaborations also highlighting downtime with athlete Bradley Thoren (715K followers on Instagram).