How brands can navigate hate speech online during sporting events in 2024

Discrimination around racial, gender, and sexual identity will lead to a spike in online hate and discrimination around the upcoming EURO 2024 and Paris 2024 Olympics, a We Are Social study finds.

Titled “Braving the backlash: How sports brands can take a stand on social”, the report is compiled by global socially-led creative agency We Are Social Sport’s editorial team, alongside We Are Social’s cultural insights team. It aims to examine how sports brands can tackle online hate when it manifests in the form of racial discrimination, or discrimination around gender and sexual identity.

Using its social listening tool, Brandwatch, the agency tracked mentions of both the Olympics and UEFA European Championship during 2021, in conjunction with terms relating to the issues of racism, transphobia, homophobia, and hate speech across blogs, forums, online news and social platforms including Reddit, Tumblr, and X (Twitter). 

This delivered 12.58 million total mentions across the year, 12.5% of which happened during the Euros (11 June to 11 July) – 32% higher than average – and 7.9% during the Olympics (23 July to 8 August) – 34% higher than average. This data includes both hate speech itself, and public discourse denouncing hate speech.

Overall, the analysis revealed that the sentiments around the hate speech were highly negative as it outnumbered positive mentions aimed at empowering minorities.

In particular, key spikes in anti-trans sentiment were noted about the Olympics and racism about football. The report recorded a 297% and 229% increase during the Olympic transgender and gender controversy, respectively. The England racism controversy also accounted for a 525% increase during Euro 2021.

What can brands do to brave the backlash during sporting events?

Based on its research and the data, We Are Social predicts that there will be a surge in online hate around racism and discrimination on the grounds of sexuality and gender identity in EURO 2024 and the Paris Olympics.

To tackle the issue of racism during EURO 2024, the report has outlined a three-step programme consisting of “preparation”, “collaboration”, and “separation” tailored to address these issues for those specific sporting events. 

In terms of preparation, brands should prepare an anti-hate policy to combat online hate, and scenario planning ahead of major events to align on what comments merit a remain, reply, or report response. to After that, they may collaborate with the athletes who will ultimately be accountable online for any backlash received, and an internal policy to stand alongside competitor brands to unite against hate on social media and beyond.

Lastly, brands may internally align as a brand that there are moments that will call for taking a stand beyond remaining, replying, or reporting. They may also remove content and ad spending from platforms that have not done enough to tackle the issue of racism during Euro 2024.

On the other hand, We Are Social cites a 2023 study by Gitnux’s study that 67% of transgender athletes face mockery and slurs during sports participation.

Therefore, the report proposes another three-step strategy of "Preparation", "Collaboration", and "Deliberation" to address discrimination around gender and sexual identity at the upcoming Paris 2024 Games.

While the first two steps are much the same as the steps in the EURO 2024 section, the “Deliberation” step recommends that brands work with charity partners on the ground to aid participation, if they are unable to publicly voice support due to the sensitive nature of the issues around gender and sexuality.

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Dan Parker, group editorial director, We Are Social Sport, said: “While sporting occasions give us much to celebrate, it’s sadly a fact that they also lead to an increase in hate speech. We see this throughout the season and it’s also true of bigger global sporting events. For brands who are involved in sports, whether that’s through athlete sponsorship or marketing campaigns, it’s essential to be prepared, and we’re here to help brands do exactly that.”

Charlie Cottrell, executive editorial director, We Are Social, said: “We know hate speech on social media is an issue, and a concern for brands who want to be present on social platforms. Ignoring it and hoping it’ll go away isn’t an option - brands need to be proactive and address issues like this head on. This approach will lead to stronger relationships with their communities and with their creator partners, as well as help make society a better place to be for everyone. Brands are powerful, influential, and can lead change on social media if they choose to help turn the tide of online hate.”

We Are Social launched the first iteration of Braving the Backlash in 2018, designed to help brands who run diversity-focused campaigns take a stand on social in response to hate. Meanwhile, the new report builds on the original frameworks for a sport-focused audience.

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