Activist athletes can foster change, but sometimes there’s a price

August 28, 2020

We’re likely to see more companies embracing athlete activism, said Kenneth Shropshire, CEO of the Global Sport Institute at Arizona State University.

He said athletes who want to be effective activists need to keep their eyes on the prize if sponsorship money rolls in.

“Find a way to, lack of a better phrase, keep it genuine, and to not desert the path that they’re on to bring about societal change,” he said.

Shropshire said right now companies are looking for new ways to engage with customers. And athlete activism might be just what they’re looking for.