By Anna Kyprianou, APC Sports Consulting Ltd
“It’s especially up to us, as role models, to go public and continue with things more important than football” – Alexandra Pop.
Since the first Olympic Games, athletes have become public figures, with their words and actions scrutinized. Athletes gain worldwide recognition and become role models for younger generations. They often engage in philanthropy and campaigns addressing drugs, poverty, and gender inequality. The impact of their exposure on youth depends on their profile and how they build their public image. Once athletes achieve sporting success, they must maintain a certain lifestyle and engage in social responsibility projects. Athletes must realize that their profiles can either build or destroy their careers. They are obligated to be socially responsible individuals. The effect of their actions on society outweighs their athletic achievements. Athletes must carefully build their profiles to become positive role models.
Social Responsibility
Through social responsibility, athletes address issues like poverty, racism, and drugs. One major issue in sports is gender inequality, particularly regarding equal pay. The huge compensation gap between male and female athletes in the same sport sparked debates about fairness and equality. Male and female athletes put equal effort into training, building support teams, and competing. The difference lies in exposure. Global audiences know Cristiano Ronaldo and Messi, but few recognize Alex Morgan and Megan Rapinoe. Female athletes must often be more rebellious to be heard. They protest without club or federation consent. Serena Williams, the highest-net-worth female athlete, faces media backlash when addressing social issues. Serena has built a socially responsible profile that raised her visibility. Fans and media praised her pantsuit look, but the French Tennis Federation criticized it as “disrespectful.” Serena responded: “After pregnancy, I wore pants to improve blood circulation, and this look honours moms who had tough pregnancies.”
The 2019 Women’s World Cup in France ushered in a new era for women’s football. It gained significant exposure, with footballers speaking out on various issues. The tournament spotlighted challenges women athletes face, such as the negative reaction to Morgan’s tea celebration. After Morgan’s goal against England, she pretended to drink tea, sparking gossip. She responded: “We have to celebrate, but not excessively. We must keep it within limits.”
Promoting Injustice
Once athletes realize their voices matter, they must use their platform to address injustice. In the fight for equal pay in football, Megan Rapinoe urged Ronaldo and Messi to support the cause. Their participation turned the fight into a global struggle, putting pressure on football associations and sponsors. National football associations in Brazil, Australia, Finland, and England have now adopted equal pay policies. Nike also launched two campaigns this year, highlighting gender equality. One of them, “You can’t stop us,” featured athletes like Serena Williams, LeBron James, and Cristiano Ronaldo.
Athlete activism is crucial in the fight for gender equality in sports. Men and women must unite in this struggle. Athletes, now influential figures, can raise awareness through their social justice involvement. Gender inequality is more than equal pay; it’s about recognition, respect, and professionalism.