Beyond the Game: Athletes as Political Voices
Envision a world where every goal scored, every sprint, serves as a tacit political declaration – a silent manifesto of values and opinions. Throughout the annals of history, sports have functioned as the great unifier, transcending cultural variances and geographical divides. It is a universal language that resonates across the globe. However, both on and off the field, the omnipresence of political influence endures. Delving into the role of sports as a conduit for values, a vehicle for political messaging, and a stage for athletes’ impact is imperative. Recognizing the entanglement of politics within the realm of sports is crucial, even as the essence lies in the intrinsic beauty of the events.
In the initial instance, sports emerge as a genuine ideological medium, affording athletes on the fields and podiums a platform to articulate themselves and be heard with utmost ease. This affords a means to advocate for causes of profound significance, pivotal for societal progress. Noteworthy is the episode involving athletes Tommy Smith and John Carlos in 1968 during the Olympic Games, symbolically raising their fists in support of the Black Lives Matter movement, in solidarity with African Americans in the United States grappling with segregation and racism. In contemporary times, preeminent athletes wield influence over millions globally, possessing a tangible sway over the world that surrounds them. Their actions bear direct and occasionally momentous consequences for society. A case in point is the Euro 2021, wherein Cristiano Ronaldo, during a press conference, extolled, «drink water, not soda,» nonchalantly displacing a Coca-Cola bottle – the tournament’s official sponsor – from the camera’s purview. In the aftermath, the stock value plummeted by 1.6%, equating to a staggering 4 billion dollars.
Having scrutinized the transmission of opinions and values in the realm of sports, let us now scrutinize the utilization of political marketing by nations. Hosting international competitions serves as an opportunity for countries to illuminate their culture and lifestyle on a global stage. Sports, as a formidable soft power, are comprehended universally, a phenomenon particularly exploited by Qatar for nearly 15 years. They’ve orchestrated world championships in athletics, swimming, cycling, and handball. Since 2021, the outdoor circuit officially joins the permanent circuits of the Formula 1 Grand Prix. In 2022, they played host to the FIFA World Cup. In the culmination of this tournament, Sheikh Tamim bin Hamad Al Thani presented Messi, Argentina’s captain, with the «bisht,» a traditional Arab garment worn by men during grand events, primarily ceremonies. This gesture, enacted during one of the most-watched events globally, resonated profoundly, especially given it was Messi – one of the sport’s all-time greats – adorned in the «bisht» while hoisting the trophy with his team. Sports also afford brands an avenue to bolster their image through association with diverse sporting events, fostering their Corporate Social Responsibility (CSR) and espousing their values. McDonald’s, the official sponsor of the 2024 Olympic Games in Paris, epitomizes this strategy. These events are ostensibly linked to health and universal sports accessibility, even though the American conglomerate is principally renowned for peddling fast food, a propensity that, in excess, can precipitate severe health complications for consumers. This second paragraph elucidates the strategic use of marketing for political ends, both by states and corporations.
In this final segment, we contend that everyone ought to remain within their purview of expertise. Each individual plays a distinctive role in society, and it stands to reason that athletes are primarily meant to excel in their chosen sport, not necessarily to opine on every conceivable subject. Athletes are not arbiters poised to resolve the myriad challenges confronting humanity; rather, they can illuminate these issues. The onus to address diplomatic challenges lies squarely on international and state institutions. It is disingenuous for a state to coerce athletes into boycotting a quadrennial event like the Olympic Games – an event constituting a lifelong dream for many. Frequently grilled on societal issues, athletes also retain the prerogative to abstain from expressing their views. A case in point is Aurelien TCHOUAMENI, a Real Madrid player, who avowedly is «not a fan» of delving into subjects as daunting as the Israeli-Palestinian conflict.
In summation, the nexus between sports and politics is an indisputably intricate one. While the discourse has unearthed the political underpinnings of sports, the development outlined – sports as a vessel for values, a tool for political messaging, and a platform for athletes’ expression – illustrates the multifaceted ways in which politics permeates the sporting arena. Acknowledging this intricate relationship is paramount for understanding the evolving tapestry of society. It is imperative not only to exalt in sports victories but also to discern actions that contribute positively to society at large.
