【WeAreSocial】WeAreSocial：2024勇敢面对反弹：体育品牌如何在社交媒体上表明立场研究报告

R. LUKAKU: BRAVING THE BACKLASH – Summary

Core Content

This report, Braving the Backlash, focuses on how sports brands can effectively address online hate related to racial discrimination and gender and sexual identity during major sporting events like the UEFA Euro 2024 and the Paris Olympics/Paralympics. It emphasizes the need for brands to take a proactive and informed stance in support of affected communities, especially as these issues are likely to spike during these events.

Main Issues and Trends

• Racial Discrimination in Football: Despite efforts like the Black Lives Matter (BLM) movement and "take the knee" protests, racial abuse in football remains a significant issue. The report highlights a growing sense of disillusionment among players, who feel that actions are not matched by tangible change. Examples like Kasey Palmer, Vinicius Jr., and Nico Williams show that racial abuse is still prevalent, especially on social media.

• Gender and Sexual Identity in Sport: While there is increasing visibility and representation of women and LGBTQIA+ athletes, the issue of trans inclusion remains contentious. Trans, non-binary, and intersex athletes face not only discrimination but also political and institutional exclusion. The Paris Olympics are expected to be a flashpoint for transphobic abuse, especially as the topic becomes more politicized.

Key Predictions

• Euro 2024: There is an expectation of a surge in racist abuse due to the tournament's global attention. Brands are urged to be more active in countering hate and supporting players.

• Paris Olympics/Paralympics: A rise in gender-based discrimination is anticipated, particularly around the inclusion of transgender and non-binary athletes. The report warns that discussions around gender equity may be exploited by anti-LGBTQIA+ commentators.

Main Viewpoints

• Troy Townsend, MBE (Head of Player Engagement at Kick It Out) emphasizes the need for brands to protect individual athletes and stand up to hate in unison with football institutions and other brands.

• Liz Ward (Global Diversity and Inclusion Consultant) highlights the importance of co-creation in campaigns involving marginalized communities, ensuring that athletes are consulted rather than just informed, and that brands are accountable for the impact of their messaging.

• Aby Hawker (CEO of TransMission PR) stresses the importance of inclusive messaging and solidarity in supporting the full spectrum of gender identities.

Key Strategies for Brands

1. Anti-Hate Policy

• Every brand should have a publicly posted anti-hate policy.
• Social channels should link to this policy in bios or pinned posts.
• Brands should remind users of their policy in case of campaigns that may trigger hate.

2. Three-Step Approach to Handling Online Hate

• Remain: Allow non-discriminatory negative comments to stay online, unless they are harmful.
• Reply: Respond to hate comments that are not extreme enough to report, using the brand’s Terms of Use (TOV) to take a stand.
• Report: Report extreme hate comments that clearly violate community guidelines, and screenshoot them for potential legal use.

3. Collaboration with Athletes and Other Brands

• Brands should collaborate with athletes who are directly affected by hate, especially when they take political or social stances.
• Brands should stand alongside other competitors in the face of hate, as silence can be perceived as complicity.
• Brands should co-create responses with athletes to ensure they align with their values and the athlete's comfort.

4. Scenario Planning and Contingency Responses

• Brands should plan in advance for potential hate incidents.
• They should identify scenarios that justify more decisive actions, such as removing content or ad spend from platforms that fail to moderate hate.

5. Supporting Inclusive Narratives

• Brands should celebrate diverse identities and avoid contributing to toxic discourse.
• They should monitor comments on posts that support women or LGBTQIA+ athletes to prevent misuse of their messages.
• Brands should invest in grassroots initiatives to encourage participation among underrepresented groups.

Key Outputs

• A public anti-hate policy.
• A three-step strategy for handling online hate: remain, reply, report.
• Collaboration with athletes to co-create content and responses.
• Internal alignment on when to take a stand beyond the basic responses.
• Scenario planning for major events to ensure preparedness.

Conclusion

This report urges sports brands to take a firm and informed stance against online hate, especially during high-profile sporting events. It highlights the complexity of these issues, the importance of solidarity, and the need for strategic, inclusive, and proactive engagement with marginalized communities. Brands are encouraged to lead by example, educate their audiences, and work with experts and athletes to create meaningful change.