The purpose of football
Football has been the world's largest sport for centuries. With roughly five billion fans
worldwide according to FIFA, its popularity is unrivalled. It also remains one of the most accessible at grassroots level, with an array of sessions, groups and clubs available, and all you need is a ball and some green space to have a ‘kick-about’. There are an incredible 18,500 clubs in England
and 11 million players. In turn, the sport’s accessibility has provided some of the biggest names in the world. Cristiano Ronaldo, who was originally from a modest neighbourhood in Funchal, Portugal, recently came out top of the list on SportsPro’s 50 Most Marketable
athletes in the world in 2022, joined by 16 fellow footballers on the list, highlighting the sport’s dominance.
With this level of profile, it has provided these footballing sensations with the platform to raise awareness for, and discuss, important social and humanitarian issues. Ronaldo, for example, famously removed the Coca-Cola from the press conference desk to promote water and healthier lifestyles. Ronaldo’s Manchester United teammate Marcus Rashford is one footballer that exemplifies what it means to use your social influence for good. His work during the pandemic providing children with free school meals
shows how we are seeing the sport use its high profile to provide for others.
As well as role models in the men’s game, we are also now seeing women’s stars emerging. The success of the Lionesses in the recent European Championships has significantly increased the profile of England women’s stars and the lionesses have transformed what success within women's sports looks like. The Euros final was the largest crowd ever seen for the tournament with an incredible 87,192 people watching. Not only was England’s win one for the sporting history books, but it is now driving meaningful and long-term change within women’s football, and sport as a whole. We are now seeing record attendances being set for Women’s Super League Games and the Lionesses are in a position to speak out on issues that matter most to them, for example, their plea to the Government to enable all girls access to football at school.
We are finally seeing more dedicated women’s sport reporters in the national media, and more space in the papers are opening up. Huge transfers including England’s Keira Walsh’s £400,000 transfer to Barcelona is vastly symbolic of the value teams are putting on female players. We are seeing more in-depth and beneficial conversations around the realities of competing as a woman such as teams changing their kits, so players no longer have to wear white shorts.
From one major tournament to another, as this winter we will see the much-anticipated men’s FIFA World Cup take place in Qatar. To say the least, the tournament has faced a lot of criticism. The controversy stems from much more than the winter break required in the UK and the time of year, instead rightly focusing on fundamentally worrying human rights elements surrounding the nation and tournament. There have been shocking accusations of horrendous working conditions for migrant workers who built all the brand new facilities. An article from The Guardian
revealed that 6,500 migrant workers have died in the country since being named the hosts.
In a country where homosexuality is illegal, LGBTQ+ groups have been outspoken about the human rights violations that this world cup is presenting. As a result, many of the teams competing have started wearing One Love armbands
as a subtle form of protest. England, Wales, France, Germany, Belgium, The Netherlands, Denmark, and Switzerland’s captains will all be wearing the armbands as a sign of solidarity. While it is highly unlikely that this act will result in any positive action to reduce the harsh laws in Qatar, but it may encourage further conversation around homophobia in football, at the very least.
Football is, and will remain for the foreseeable, the leading global sport – at all levels. Why? Investment seems the obvious, with global sponsorships generating billions of pounds each year and the increased grassroots development opportunities being recognised and acted upon as the game grows on the main stage. It’s not without its controversies and corruption, sadly, and this all needs stamping out, but it’s important to recognise the power the sport now has to promote important causes and have a voice.
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A recent report from Sky News' Rob Harris has highlighted England players’ concerns about feeling pressured to speak out on political issues at major tournaments. Reading this was disappointing, but not surprising. It reflects a growing tension in modern sport: athletes sit at the centre of public conversation, yet many don’t feel supported, prepared or protected when that conversation turns political. Athlete platforms are powerful, their reach is undeniable. But that should not automatically mean they should be the frontline voices on every political or geopolitical issue. It's also fair to assume that not only to many not feel comfortable or qualified to hold that role. The burden of expectation Sporting bodies, brands and even fans now look to athletes to offer a stance whenever a sensitive global issue arises. The expectation is heavy, and the scrutiny is unforgiving. This raises an important question for the industry: Are we empowering athletes to use their platforms responsibly, or are we leaning on them to take positions that organisations themselves are hesitant to lead on? Too often, what starts as an opportunity for authenticity becomes a burden that athletes never asked to shoulder. Where athlete advocacy fits Athletes can, and do, drive meaningful social impact — especially when speaking from lived experience. And perhaps this is where the industry should be focusing its support. There is enormous value in athletes championing social and economic issues that feel natural, relevant and constructive, such as: Improving access to sport Inspiring participation Championing inclusivity Supporting community programmes Highlighting the health and wellbeing benefits of activity Addressing inequalities These are not 'soft' issues, ultimately they shape society and improve lives. This is where athletes are uniquely positioned to influence, without being dragged into politically charged territory. Who should really lead political conversations? If governing bodies, rights holders or organisations wish to take political or ethical positions, they should lead from the front — not rely on athletes to be the public face of those complexities. Athletes can support, amplify and add humanity to important discussions, b ut they should not be the default spokesperson for institutional viewpoints. As the role of athletes continues to evolve, the industry needs a clearer, more responsible framework for how we support them. That means: Giving athletes the freedom to choose if and how they speak Providing education, guidance and safeguarding when they do Reducing pressure to comment on politically sensitive issues Elevating athlete voices in areas where they have genuine authority Ensuring organisations do not outsource political leadership to individuals Ultimately, the goal should be to empower athletes — not overwhelm them. And back them up when they do. Their platforms are at their most powerful not when they’re forced into political commentary, but when they’re sharing stories, insights and perspectives that inspire participation, change communities and open doors for others.
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