The modern world of sports is a complicated one. Huge corporations and supply chains promote the biggest competition in the world, and yet some huge barriers and obstacles hinder many of the individuals involved. Fair labour practices, sustainable supply chains and ethical responsibilities have evolved greatly over the past decade, but there is still a lot that can be changed for the better.
Anyone can become part of the movement and voice their concerns, share their experiences, and chip in with their ideas to help find a solution. A growing number of such campaigns are now holding governing bodies, brands, and organisers accountable. From promoting worker exploitation to highlighting unsustainable and environmentally unfriendly practices, these change-makers are not afraid to confront uncomfortable truths.
Most of the big changes that have happened in sports have not come from the institutions or managing companies that run the sports events and organisations. No, they have come from the good work done by outside unions, advocacy groups, and coalitions that are demanding a change.
Play Fair at the Olympic
The Olympics is among the most well-known and followed sports events in the world. It is a rare competition that unifies the entire world, with countries from every corner of the globe sending representatives to compete against the very best.
In the early 2000s, an ethical campaign called "Play Fair at the Olympics" brought to light the realities of labour abuse and the exploitation of Olympic merchandise production. It was found that much of the merchandise bearing the iconic Olympic rings, such as clothing or accessories, was being made unethically. They were produced in factories with unsafe conditions, where workers were forced to work long hours for illegally low wages. The majority of such operations were based in Asia and were official licensees of Olympic goods.
Naturally, the international community were outraged at how such a prestigious sports event could be embroiled in unethical and malicious practices. It forced a response from the International Olympic Committee, which rescinded its official partnerships and set up labour rights considerations in its contracts and licensing agreements.
The Fight for Workers' Rights in Qatar
Another recent example of unfair practices at such a global level was the ethical campaigning of the 2022 FIFA World Cup in Qatar. As soon as Qatar won the bid to host the Olympics, questions were raised about how such a small and unequipped nation would be able to host the World Cup. A lot of the stadiums proposed in Qatar's bid had not been created at that time, and to build them would require a gargantuan effort and billions of dollars to realise the projects.
Qatar wasted no time in starting to construct the stadiums, but the construction was embroiled in controversy. They were exposed for exploiting migrant workers with dangerous working environments, cramped living quarters, and even withholding their wages and visas to limit the workers' freedoms. Thousands of workers died as a result of the poor and dangerous working conditions, and groups such as Amnesty International and Human Rights Watch launched sustained campaigns to expose these brutal realities.
The Green Sports Alliance and the Push for Sustainability
Fairness and sustainability aren't just about workers' rights or equal labour practices. Environmentally conscious practices and responsibility are also key topics that sports organisations have yet to satisfy fully. For instance, cutting the carbon footprint of transport in sports. It doesn't speak so much to the UK football teams travelling across the country to play games every weekend. But rather to the international events that see teams fly regularly across Europe. Or, American sports teams that need to travel such big distances and still don't use environmentally friendly travel options.
Stadium or facility construction, reducing waste, and making more environmentally conscious catering and merchandising are other key areas that haven't fully been optimised yet. In American sports, a lot of stadiums use solar power, and teams use compostable materials and gear. And the franchises make more of an effort to promote eco-conscious behavior and practices with their fans.
Organisations such as the Green Sports Alliance bring more attention to these kinds of sustainability targets and achievements. The technology is mainstream and accessible and only getting greener and efficient.
No Pride Without Workers
The "No Pride Without Workers" campaign drew attention to the contradiction between corporate Pride sponsorships and the exploitation of queer and trans workers in garment factories. It was launched as a coalition of labour rights groups and LGBTQ+ advocacy organisations.
This campaign gave a voice to workers and communities behind the major sportswear brands, specifically, to their treatment, discrimination, and any violence that targeted them. The campaign challenged companies to go beyond rainbow branding during Pride Month and implement real protections for LGBTQ+ workers all year round.
Towards a More Accountable Future
These campaigns, and others like them, have redefined the ethical landscape of global sport. While resistance remains and progress is uneven, they have made it clear that sport does not exist in a vacuum. Tournaments and teams are deeply embedded in global systems of labour, politics, and consumption, and their choices matter.
Advocacy is no longer an afterthought in the sports world; it is a driving force for change. Whether it's pressuring the IOC to adopt labour codes, forcing host nations to reform laws, or challenging brands to align their values with their actions, these movements are proving that accountability in sports is not only possible but increasingly inevitable.
FairPlay Ethics and Advocacy Movements
As a company, FairPlay Ethics continues to provide assistance, report on, and work in collaboration with the individuals and groups that are driving these efforts. Respect, justice, inclusion, and integrity are some of the qualities that sport so frequently professes to represent, and their work helps to ensure that sport remains true to these ideals.