Sports stars are increasingly using their huge personal platforms to speak out about injustice, even if sometimes their sponsors would prefer them not to. Simon Oliveira, the sport and entertainment specialist who has worked with the likes of David Beckham, Usain Bolt, Neymar Jr and Liam Payne, examines the rise of athlete activism, and what it means for brand partners. Athletes around the world have been central to the global outpouring of emotion since the senseless death of George Floyd. In times of tragedy and injustice, the power of social media is never more evident. Since that fateful day, almost every globally recognised sportsperson has taken to their personal platforms to express their thoughts and feelings on the endemic racism that still exists in society. Anger has now turned to activism.
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