Communication and Marketing in the Fight Against Racism in the Sports Context

Racism is a global hierarchy of superiority and inferiority that has been politically, culturally, and economically produced and reproduced for centuries by the institutions, in different countries, depending on their colonial history. In that sense, racism cannot be seen as a concept that is equal in every region of the world. Racism in sport is a research topic that has been particularly valued in recent years (and decades). There are several episodes of racism that occur in sport (among fans and athletes). In this sense, sports institutions (European and global) regularly invest in social marketing campaigns to raise awareness of this social phenomenon. Therefore, social media has allowed football fans to engage in discussions concerning football and other subjects. This chapter presents a brief theoretical reflection with three (European) examples of marketing campaigns against racism in sport (UEFA, Premier League, and F.C. Porto). This chapter presents inputs for marketing, ethics, and management in sport. At the end, lines of future research will be presented.