March 21, 2025

Sports Communicators in a Rapidly Changing World – For demonstrating that the true sign of leadership in sport today is not to retreat in the face of controversy but to have the courage to stay the course

No.10: February/March 2025
Guest author: Nick Keller 

Nick Keller is the founder and CEO of Benchmark, a global group of companies that harness the power of sport to drive social impact and create meaningful connections. For over two decades, Keller has used sport to inspire positive change, build communities and deliver value to stakeholders around the world. 

Keller is credited as being the pioneer of the sport and purpose industry, having told the BBC in 2011, “I don’t think we will see many blue-chip brands take up sports sponsorship in future without a social element.  Brands are now looking to engage employees, shareholders, clients and customers in a more serious discourse about wider engagement with society. This is not just about charity, or corporate giving. It is good business to do ‘good business’.”

Passionate about stakeholder capitalism, Keller’s core belief is that, with great strategy, shared value can be delivered across business and society, and in communities. This is reflected across the Benchmark businesses, as each of them fulfils this belief in its own way. 

A regular speaker and thought leader, Keller has served on the Global Advisory Board for the World Economic Forum on Sport and Society and continues to shape conversations around sport’s role in sustainable development and social equality. 

In a world where global issues – from politics to climate change – dominate the conversation, sport is no longer just an escape but a platform that intersects with these larger narratives. Sports communicators are at the forefront of this shift, navigating complex topics with nuance, while preserving sport’s unique power to unite, inspire and drive positive change. Their ability to adapt and lead through these challenges is essential in shaping the future of sport, and the world.

For rising to this challenge and guiding the conversation in a rapidly changing world, sports communicators are JTA Communicators of the Month.     

By any measure, Donald Trump has been the dominant voice in global discourse over the past two months. If  JTA Communicator of the Month was awarded purely on the basis of volume, he would be the undisputed winner. My own 16-year-old son, glued to the evening news as though every night featured a presidential address-turned-global broadcast, is anecdotal evidence of Trump’s gravitational force.  

We are feasting on a buffet of communications – one so vast and relentless that it is hard to discern exactly what we’re consuming. DEI, climate, Ukraine, Musk, DOGE – the issues shift rapidly, but their impact is unavoidable. And sport, though traditionally positioned as an escape, no longer operates in isolation from the political landscape.  

The latest challenge for sports organisations in the US has been how to adapt – not necessarily to oppose Trump, but to navigate his communications onslaught with nuance. Striking this balance is no easy task in a world where avoiding a stance can be as controversial as taking one.  

NFL: Stability Amidst Uncertainty  

If there’s one league that has mastered the art of careful messaging in politically charged times, it’s the NFL. Commissioner Roger Goodell has managed to reaffirm the league’s DEI commitments while maintaining a sense of steadiness. His statement - “We’re not in this because it’s a trend to get into it or a trend to get out of it” – positions the NFL’s approach as long-term and principle-driven rather than reactionary.  

Beyond words, the league’s decision to stencil “Choose Love” onto the Super Bowl field was a quiet yet powerful statement. In a moment that reached tens of millions, the NFL sent a message that transcended politics, reinforcing the values of inclusivity and unity without explicitly engaging in the current political battle. For some it was a back track, for others a subtle protest. Saying anything in the current environment carries that risk.  

NBA: Leadership Through Action  

The NBA has long been a frontrunner in athlete-led activism, but in the face of rising political scrutiny, the league has shifted towards action over rhetoric. The Washington Wizards, alongside the Monumental Sports & Entertainment Foundation, recently joined the ‘Realizing the Dream’ initiative in partnership with the Martin Luther King III Foundation and Legacy+. With an ambitious goal of 100 million hours of community service by Martin Luther King Jr’s 100th birthday in 2029, this initiative is a masterclass in quiet leadership. Rather than reacting to external pressures, the NBA is embedding its values into long-term, measurable impact. It’s a subtle but effective form of communication – demonstrating commitment without needing to defend it.  NBA Cares was a pioneer in its time and the roots of the organisation established by Commissioner David Stern have developed strong and clear positioning, so much so that they almost don’t need to say a great deal.    

MLB: Pragmatic Positioning  

If the NFL has chosen steadiness and the NBA has opted for action, Major League Baseball has taken a pragmatic approach. Commissioner Rob Manfred’s response to Trump’s attacks on DEI initiatives was a careful balancing act. “Our values on diversity remain unchanged, but another value that is pretty important to us is, we always try to comply with what the law is”, Manfred stated.  This statement does two things: it reaffirms MLB’s core principles while acknowledging the evolving legal and political landscape. By saying, “We’re following that very carefully”, Manfred positions MLB as adaptable but not submissive. It’s a strategy that sidesteps direct confrontation while maintaining credibility with stakeholders on both sides of the debate.   

The Collective Athlete Voice: Climate at the Forefront  

Beyond the leagues, another powerful communication moment has come from the athletes themselves. A group of Olympians recently issued a climate plea to the International Olympic Committee (IOC) presidential candidates, urging them to make sustainability a core focus of their leadership.   

At a time when political narratives are shifting rapidly, athletes are using their collective voice to push for action on an issue that remains relevant, regardless of the political climate. Their message is clear: sport has a role to play in tackling global challenges, and leadership in the industry must reflect that.  

 A new IOC President has just been elected, with every single candidate running on a clear sustainability and impact platform. This moment reflects a broader shift in the global sporting community – one that embraces sport’s role in tackling global challenges and creating meaningful change.  

Understanding the deeper, long-term connections people have with sport should give us the confidence to remain steadfast in our commitment to positive change. The Sport Industry  Report 2025 found that 80% of fans and 96% of industry professionals believe sport can significantly influence public behaviour, while 68% of fans agree that it reflects positively on brands that partner with sports organisations to promote social change. This data reinforces what many in the industry have long known: sport holds a unique power to shape society and inspire action.  

Leadership in sport means recognising that while sentiment may shift in the short term, sport’s deeper impact and potential remain unchanged. By staying the course, we not only uphold our responsibility to drive positive change but also strengthen the connection between sport, its communities and the brands that invest in it. In fact, when we step into the role of a fan, there’s an argument to be made that we see the world through a more hopeful, optimistic lens.  

Navigating the turbulence of Trump’s return to political prominence is a daunting task, yet the best communicators in sport have found ways to adapt without compromising their values. The NFL has embraced steadiness, the NBA has leaned into action and MLB has taken a pragmatic stance. Meanwhile, athletes themselves continue to use their platform to drive conversations that extend beyond sport. Athletes have the most room to manoeuvre – while those leading large influential organisations will feel the need to tread carefully.  

In a world where every message is scrutinised, these organisations have demonstrated the power of strategic, nuanced communication. They are not just responding to the moment; they are shaping the conversation – making them worthy of recognition in this edition of JTA Communicator of the Month.