Fireside Chat, Panel, Conference Presentation
Activist Athletes: Embracing Social Advocacy
Milken InstituteJocelyn Benson, Anquan Boldin, Swin Cash, Stephen Ross, Troy Vincent, Bill Desser, Hillary Lautenberg, Dewan Wiltshire, Jenny Santee
- Panel Composition: The discussion features four leaders in sports advocacy: Anquan Boldin (NFL wide receiver/swim Cash (WNBA all-star/executive), Steven Ross (Chairman of Related Companies, Miami Dolphins owner, founder of the Ross Initiative in Sports for Equality [RISE]), and Troy Vincent (NFL Senior VP of Player Engagement).
- Core Mission: The panel asserts that sports, as a universal equalizer, offers a unique platform to unify a divided society, promote equality, and drive social change, particularly regarding race relations.
- Swin Cash's Background & Strategy:
- Evolved from a focus on local youth philanthropy to recognizing the necessity of athletes using their platforms for policy change.
- Highlights the WNBA's 2020 collective action where players unified across race, nationality, and political affiliation to demand the league support their stance on social justice.
- Cited a personal tragedy (the death of a 14-year-old player in her youth league) as a catalyst for rejecting apathy in favor of active community engagement.
- Steven Ross and RISE:
- Founded RISE following a high-profile bullying incident in Miami that revealed underlying racism and the destruction of Detroit, prompting Ross to address race as the "elephant in the room."
- Structured RISE as a non-partisan coalition involving commissioners of every major U.S. sports league and heads of five major sports networks.
- Targets education and policy change by engaging Caucasian athletes and fans, utilizing the locker room dynamic of equality to model societal integration.
- Currently 18 months into operations with a focus on dismantling racial barriers through cross-league collaboration.
- Troy Vincent on League Leadership:
- The NFL has leveraged the "social media" amplification of player voices, drawing parallels between modern activism and the era of Bill Russell and Kareem Abdul-Jabbar.
- Notes that 75%+ of NFL players are African American, creating a moral obligation for owners and coaches to support player advocacy and understand the community dynamics affecting their rosters.
- Emphasizes that leadership now increasingly comes from Generation Z and Millennial fans/owners who demand authenticity and social engagement from the leagues.
- Anquan Boldin's Advocacy Evolution:
- Transitioned from general poverty alleviation (education focus) to criminal justice reform after a personal tragedy: the shooting of his cousin by an off-duty police officer while seeking roadside assistance.
- Leveraged his platform to visit Capitol Hill and advocate for legislative changes in Ethiopia, demonstrating the direct impact of athlete lobbying.
- Rejects the notion that advocacy requires choosing between patriotism and police reform, citing deep family ties to the military and law enforcement.
- Fan and Public Reception:
- Support vs. Backlash: While many fans express inspiration and support, panelists acknowledge significant backlash, including the cancellation of season tickets and hate mail received by coaches and players.
- Conflict Resolution: Troy Vincent describes a strategy of direct, private communication with detractors to humanize the players and explain their motivations, noting success in de-escalating conflicts.
- Media Dynamics: Anquan Boldin argues that media often ignores philanthropy because it "doesn't sell," while Swin Cash and a panelist counter that media coverage can be shifted by focusing on the human impact and ensuring diverse storytelling.
- Skepticism: Addressing public cynicism regarding "PR stunts," the panelists emphasize that authenticity is detectable; genuine connection to a cause is essential to maintain credibility.
- Defining Success:
- Awareness to Policy: Success is defined as moving beyond awareness campaigns to tangible local, state, and federal policy changes.
- Institutional Integration: Troy Vincent envisions a future where all 32 NFL clubs engage in "safe spaces" for dialogue and adopt best practices shared by RISE, rather than just a subset of teams.
- Cultural Shift: Success includes eliminating the need for specific "racial" initiatives as society adopts the locker room's model of treating individuals with respect regardless of background.
- Long-term Commitment: The consensus is that the work is generational; there are no "overnight" solutions, and the industry must "chomp at it" continuously despite new obstacles.
- Barriers to Athlete Engagement:
- Risk Aversion: Many athletes hesitate due to fear of losing jobs, sponsorships, or offending stakeholders, with some fearing the "Colin Kaepernick effect" (being blacklisted from the league).
- Lack of Guidance: Some players, particularly white athletes, express uncertainty on how to advocate without causing offense or lacking the tools to start foundations.
- Union & Team Unity: The WNBA's model of veterans covering fines for rookies (e.g., international players) created a powerful example of collective risk-sharing that encouraged broader participation.
- Leadership and Structural Changes:
- Owner Accountability: Panelists note that owners are increasingly recognizing that fan engagement is tied to social values, though support remains fragmented across the 32 franchises.
- Media Diversity: A key recommendation to improve coverage is increasing diversity within mediarooms to better capture and report on social justice initiatives.
- Education as Prevention: RISE pilot programs in Michigan schools and universities demonstrate that addressing prejudice through early sports education can have measurable impacts on youth behavior.
- Audience Q&A Highlights:
- Media Role: While media currently prioritizes conflict, panelists believe they can drive change by highlighting the humanizing stories of athletes and their philanthropic work.
- Top Cover: Owners and leagues are beginning to provide "top cover" for athletes, with more owners publicly backing player protests after previously precluding them.
- Stereotype Reinforcement: Veteran Jim Brown advised draft prospects to "not feed into the stereotype," emphasizing that personal actions define the athlete's legacy more than their sport.
- Fan Education: Teams are now integrating social responsibility activations (pre-game, halftime, post-game) to educate fans on the context behind player protests.