Brand Spotlight: Major League Soccer and BLM

Brand Spotlight: Major League Soccer and BLM

Major League Soccer Players Stand in Silence for 8 Minutes and 46 Seconds

Before the MLS is Back tournament got underway in Orlando, FL earlier this month, almost 200 players took the field to stand in solidarity with the Black Lives Matter movement. For eight minutes and 46 seconds, the players stood in the middle of the field with raised fists in the air to draw attention to the fight against systemic racism, both across the country and within the world of sports.

Why eight minutes and 46 seconds? That’s the exact amount of time a police officer knelt on the neck of George Floyd, killing him.

The moving moment was organized by MLS Black Players for Change and the act of solidarity and protest struck an even deeper chord with the players in masks –– another symbol of the unrest and uncertainty across the nation in the current times.

Brand Spotlight: Major League Soccer and BLM

MLS Fans Will Likely Stand With MLS Black Players for Change

While this show of solidarity with the BLM movement is one of activism, not marketing, it will strike a chord with MLS fans, who likely also support the fight for social justice.

MLS fans are 62% male, 24% are between 25-34 years of age and they are driven by seeking respect from others, living an exciting life and having an optimistic outlook. Their top hobby is, of course, watching pro sports.

Brand Spotlight: Major League Soccer and BLM

67% of MLS fans consider promoting civil liberties as one of their most important social causes; that’s 10% more likely than the average American. 66% believe that police mistreat Black Americans; that’s 5% more likely than the average American.

Brand Spotlight: Major League Soccer and BLM

Given their propensity for equality and civil liberties, when MLS fans see their favorite players standing in the middle of the field, fists raised, raising awareness for active anti-racism, the cause will strike a chord. These fans are likely already concerned with the treatment of Black Americans and seeing MLS support their players will only serve to further their connection with the League –– particularly in an emotional moment when fans and players alike are welcoming the return of sports in the new normal.

Brand Spotlight: Major League Soccer and BLM

Making the Connection Between Consumers and Social Justice

As the fight for social justice continues to march forward, making the connection between consumers, their value and their beliefs regarding activism will prove to be integral to any brand or organization looking for deeper engagement and loyalty. In our latest report, Americans Are Raising Their Voices. Are You Ready to Listen?, we surveyed the social justice issues that are at the forefront of consumers’ minds now. And, if you want to learn more about the rise of the consumer activist, download this year’s State of Your Customer report for an in-depth look into the connection between values, brands and consumers.

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