Athlete activism makes headlines. Brands align themselves with social movements to tap into a younger consumer base. Giving more exposure to underrepresented sporting areas, such as women in sport, opens leagues and tournaments to new audiences and develops commercial potential.
Many leagues and brands have set in motion targets to increase diversity at top levels. More inclusive boardrooms would offer new perspectives to address the needs and desires of all partners and stakeholders. If sport is representative of society, then it needs representation in leadership.