The resilience on demanding social change sees influx of social followings

What is described as the “social upheaval” during COVID-19, could in turn revamp the whole of the sports marketing industry from this point forward, in light of calls for social change from the likes of Marcus Rashford and Lewis Hamilton.


A staggering 50 per cent of posts by Manchester United star Marcus Rashford, Japanese tennis player Naomi Osaka, F1 legend Lewis Hamilton, and American soccer player Megan Rapinoe are in conjunction with imposing the topic of social change.

Not only is this a hugely positive aspect in demanding social change from the athletes perspective, but it has really made a change in the minds of society and the public. People from the age of 16 to 29 have now shown a 48 per cent heightened interest in socially responsible brands.

These professional athletes that have been at the forefront of social change have highlighted the importance of player care and athlete assurance through ‘spreading the word’ about inequality and social injustice by using their platforms.


Marcus Rashford has seen his following grow by an incredible 65 per cent on his Twitter and his club, Manchester United, has grown in size by 8 per cent. Also, Lewis Hamilton’s support for Black Lives Matter has now resulted in his following growing by 44 per cent. This has shown other athletes how they can use their platform to get involved and help raise awareness for said aspects for the better.

Samantha Lamberti who is head of consulting for Europe and the Middle East at Nielsen Sports said, “We will see a shift in brands realigning their marketing strategies to ensure they support different social causes.”


"It really goes to show what people can do with their platform and the influence that they have on the public. We hope that this continues in the future as we can only see a positive paradigm moving forward."



Author: Lewis Cockburn


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