When history is set, former NFL quarterback Colin Kaepernick’s decision to kneel during the Star-Spangled Banner back in 2016 to protest reported police brutality and oppression against people of color, it will be viewed as a key moment in the long fight for racial equality in the U.S. Almost four years later, as tensions around racial injustice couldn’t be higher, the sports industry remains a key arena for activating awareness and positive change.
重要的是，卡佩尼克的行动是重要对话的催化剂，其中许多对话是在职业体育之外进行的。他的抗议为人们态度的巨大转变创造了条件，使人们广泛认识到系统性的种族主义。这也推动了对 "黑人生命至上 "运动越来越多的支持，而这种支持在职业体育运动员以及为他们欢呼的球迷中尤其强烈。
Leveraging their visibility, many professional athletes have taken a leading role in amplifying Black Lives Matter protests and speaking out about racism and police brutality. Examples include Carmelo Anthony, Serena Williams, Leonard Fournette and Huston Street. But it’s not just the athletes who are passionate about the movement: Fans are too, most notably those who consider themselves NBA, MLS and NFL loyalists, according to findings from Nielsen’s recent “Promoting Racial Equality in Sports” study.
此外，许多运动员也承诺资助黑人生命事务运动和类似的种族正义事业。例如，前 NBA 巨星迈克尔-乔丹就承诺在 10 年内向追求种族平等和社会正义的团体提供 1 亿美元的资助。虽然篮球迷将迈克尔-乔丹视为 NBA 的皇室成员，但实际上，MLS 和 NHL 的球迷更乐于用自己的时间和金钱来支持黑人生命至上运动。
"尼尔森体育高级副总裁、体育联盟和版权持有者负责人林登-坎贝尔（Lyndon Campbell）表示："对粉丝的新见解，例如哪些联盟的追随者在为黑人生命事件等事业慷慨解囊，蕴含着巨大的潜力，可以指导更多的数据驱动和知情决策。"利用这些情报，体育产业和团队以及通过赞助、电视转播和社交媒体进行活动的品牌都有了实现竞争优势的新机遇"。
在造成群体分裂的对话中加入自我和个人观点可能是一个有风险的提议，但各联盟的体育迷认为，职业运动员肩负着一项重要的责任，即发表言论以教育和提高人们对 "黑人生命至上 "运动和种族不公的认识。
除了提升个人品牌和所在联赛的地位外，支持种族不公的运动员还能有效地吸引那些希望与具有类似想法的品牌和组织结盟的受众。对于身处拥挤而分散的媒体市场的品牌来说，要想脱颖而出越来越难，尤其是在正确的消费者面前。了解哪些体育迷的参与度最高、最愿意参与其中，就能从一开始就进行更明智的定位，促进更有意义的互动。同时，它还能对底线产生积极影响。
For example, 64% of individuals surveyed in Nielsen’s Promoting Racial Equality in Sports study say they are open to trying new brands that combat social injustice or take the lead in fighting racism. That means there is opportunity to increase share for more than just established brands and organizations. And what’s more, the fans who are engaged on the topic of racial equality are 10 percentage points more likely to try new brands involved in the cause than the general population. And while we know that brand loyalty is fleeting in many categories, loyalty among consumers engaged on this topic are much more loyal to brands similarly engaged than the general public is (62% vs. 54%).
"坎贝尔说："虽然种族不平等和系统性不公正问题既棘手又敏感，但解决这些问题至关重要。"品牌和版权持有者在吸引体育迷参与时，如果能真正与这些关键问题保持一致，就能推动积极的社会变革，同时实现商业目标。这就是双赢的定义。
卡佩尼克尚未重返职业橄榄球赛场。不过，他在 2016 年的抗议活动掀起了一股支持反对种族不公的巨大浪潮。虽然他还没有重返 NFL，但他的行动已经获得了耐克等品牌的大力支持，最近又获得了迪士尼的支持。与迪士尼合作后，卡佩尼克将与少数族裔导演和制片人合作，开发和讲述探讨种族、社会正义和公平问题的故事。在很多方面，如果没有体育，就不可能有这种强大的合作关系。
Download our “Promoting Racial Equality in Sports” study fact sheet for more data and insights.
