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Big banks, oil giants, and powerful utility companies sponsor pro sports teams and leagues to protect what social scientists call their “social license” by assuring fans that they are public-spirited, good corporate citizens. But they are not that.
In September, North American professional sports leagues had the opportunity to demonstrate their commitment to protecting the planet during a joint panel at Climate Week NYC, the annual affair cosponsored by the United Nations featuring hundreds of events feting local, national and international efforts to address climate change.
They dropped the ball.
Just three months earlier, U.N. Secretary-General António Guterres castigated coal, oil and gas companies—which he dubbed the “godfathers of climate chaos”—for spreading disinformation and called for a worldwide ban on fossil fuel advertising. Until that happens, Guterres urged ad agencies to refuse fossil fuel clients and companies to stop taking their ads.
The leagues apparently didn’t get the memo. During their panel discussion, titled Major League Greening, representatives from pro baseball (MLB), basketball (NBA) and hockey mainly talked about their long-term goals to shrink their carbon footprint and, to be sure, they have come a long way since I wrote about their initial efforts to reduce their energy, water and paper use back in 2012. They also talked about their budding alliances with climate solution experts. But there was no talk of cutting their commercial ties with the very companies that are largely responsible for the climate crisis.
A recent survey of pro baseball, basketball, football, hockey and soccer leagues by UCLA’s Emmett Institute on Climate Change and the Environment found that they collectively have more than 60 sponsorship deals with three dozen oil companies and utilities that burn fossil fuels or distribute fossil gas. Depending on the deal, the companies get prominently placed billboards in team facilities, logos on team uniforms, partnerships with team community programs, or—if they spend some serious money—stadium naming rights.
Eight of the oil and utility companies identified by the UCLA survey—Chevron, Entergy, ExxonMobil, Marathon Petroleum, NextEra Energy, NRG Energy, Phillips 66 and Xcel Energy—are among the top 25 U.S. carbon polluters. Four of those companies—Chevron, ExxonMobil, Marathon Petroleum and Phillips 66—along with four other companies with sports sponsorships—ConocoPhillips, Hess, Occidental Petroleum and Shell—have been sued by state and local governments across the United States for climate change-related damage and their decades of deception, which has served to delay the necessary transition to clean energy. ExxonMobil is a defendant in all 39 lawsuits, Chevron has been cited in 28, and Phillips 66 has been named in 21.
Banks that are still investing tens of billions of dollars annually in fossil fuel projects also have sponsorship deals with pro sports teams. Besides routine billboard deals, six of the 12 largest fossil fuel investors since the Paris climate agreement was signed in 2016—Bank of America, Barclays, Citigroup, JPMorgan Chase, Scotiabank and Wells Fargo—are all spending a small fortune on facility naming rights.
Corporations sponsor sports for two main reasons: to build public trust and increase exposure. According to a 2021 Nielsen “Trust in Advertising” study, 81 percent of consumers completely or somewhat trust brands that sponsor sport teams, second only to the trust they have for friends and family. By sponsoring a team, corporations increase the chance that fans will form the same emotional connection they have with the team with their brand, especially when fans see it repeatedly during a game and over a season. Jersey patches, which the NBA approved in 2017 and MLB approved last year, especially attract attention. Nielsen estimates that the average value of the live broadcast exposure a baseball patch sponsor would receive over a full regular season would exceed $12.4 million.
Another rationale for banks and oil and utility companies for sponsoring pro sports is to protect what social scientists call their “social license” by assuring fans that they are public-spirited, good corporate citizens. Critics call it “sportswashing”—using sports to burnish a reputation tarnished by wrongdoing, in this case, endangering public health and the environment.
Fans of the two baseball teams that battled it out in this year’s National League Championship Series are crying foul, but thus far have been ignored.
In March 2023, environmental activists joined New York City Public Advocate Jumaane Williams to urge the Mets to change the name of Citi Field because Citibank’s parent company Citigroup has invested $396 billion in fossil fuel projects since 2016, second only to JPMorgan Chase’s $430 billion. “Citi doesn’t represent the values of Mets fans or NYC,” Williams wrote in a tweet. “If they refuse to end their toxic relationship with fossil fuels, the Mets should end their partnership with Citi.”
More recently, more than 80 public interest groups, scientists and environmental advocates signed an open letter calling on the Dodgers to cut its ties to Phillips 66, owner of the Union 76 gas station chain. “Using tactics such as associating a beloved, trusted brand like the Dodgers with enterprises like [Union] 76,” the letter states, “the fossil fuel industry has reinforced deceitful messages that ‘oil is our friend,’ and that ‘climate change isn’t so bad.’” Since August, nearly 22,800 people have signed the letter, which urges the team to end its sponsorship deal with the oil company “immediately.”
Unlike the North American pro sports leagues, advertising and public relations agencies worldwide are heeding U.N. Secretary-General Guterres’s call. More than a thousand have pledged to refuse working for fossil fuel companies, their trade associations, and their front groups. If the leagues were serious about sustainability, they likewise would sever their relationships with the godfathers of climate chaos and the banks that enable them.
In our new book, "Baseball Rebels: The Players, People, and Social Movements That Shook Up the Game and Changed America," Rob Elias and I profile the many iconoclasts, dissenters and mavericks who defied baseball's and society's establishment.
In the past decade, athletes have become more outspoken on issues of racism, homophobia, sexism, American militarism, immigrant rights and other issues. They all stand on Robinson's shoulders.
But none took as many risks--and had as big an impact--as Jackie Robinson. Though Robinson was a fierce competitor, an outstanding athlete and a deeply religious man, the aspect of his legacy that often gets glossed over is that he was also a radical.
The sanitized version of the Jackie Robinson story goes something like this: He was a remarkable athlete who, with his unusual level of self-control, was the perfect person to break baseball's color line. In the face of jeers and taunts, he was able to put his head down and let his play do the talking, becoming a symbol of the promise of a racially integrated society.
With this April 15 marking the 75th anniversary of Jackie Robinson's breaking baseball's color line, Major League Baseball will celebrate the occasion with great fanfare--with tributes, movies, TV specials, museum exhibits and symposia.
I wonder, however, about the extent to which these celebrations will downplay his activism during and after his playing career. Will they delve into the forces arrayed against Robinson--the players, fans, reporters, politicians and baseball executives who scorned his outspoken views on race? Will any Jackie Robinson Day events mention that, toward the end of his life, he wrote that he had become so disillusioned with the country's racial progress that he couldn't stand for the flag and sing the national anthem?
Laying the groundwork
Robinson was a rebel before he broke baseball's color line.
When he was a soldier during World War II, his superiors sought to keep him out of officer candidate school. He persevered and became a second lieutenant. But in 1944, while assigned to a training camp at Fort Hood in Texas, he refused to move to the back of an army bus when the white driver ordered him to do so.
Robinson faced trumped-up charges of insubordination, disturbing the peace, drunkenness, conduct unbecoming an officer and refusing to obey the orders of a superior officer. Voting by secret ballot, the nine military judges--only one of them Black--found Robinson not guilty. In November, he was honorably discharged from the Army.
Describing the ordeal, Robinson later wrote, "It was a small victory, for I had learned that I was in two wars, one against the foreign enemy, the other against prejudice at home."
Three years later, Robinson would suit up for the Dodgers.
His arrival didn't occur in a vacuum. It marked the culmination of more than a decade of protests to desegregate the national pastime. It was a political victory brought about by a persistent and progressive movement that confronted powerful business interests that were reluctant--even opposed--to bring about change.
Beginning in the 1930s, the movement mobilized a broad coalition of organizations--the Black press, civil rights groups, the Communist Party, progressive white activists, left-wing unions and radical politicians--that waged a sustained campaign to integrate baseball.
Biting his tongue, biding his time
This protest movement set the stage for Brooklyn Dodgers executive Branch Rickey to sign Robinson to a contract in 1945. Robinson spent the 1946 season with the Montreal Royals, the Dodgers' top farm club, where he led the team to the minor league championship. The following season, he was brought up to the big leagues.
Robinson promised Rickey that--at least during his rookie year--he wouldn't respond to the verbal barbs from fans, managers and other players he would face on a daily basis.
His first test took place a week after he joined the Dodgers, during a game against the Philadelphia Phillies. Phillies manager Ben Chapman called Robinson the n-word and shouted, "Go back to the cotton field where you belong."
Though Robinson seethed with anger, he kept his promise to Rickey, enduring the abuse without retaliating.
But after that first year, he increasingly spoke out against racial injustice in speeches, interviews and his regular newspaper columns for The Pittsburgh Courier, New York Post and the New York Amsterdam News.
Many sportswriters and most other players--including some of his fellow Black players--balked at the way Robinson talked about race. They thought he was too angry, too vocal.
Syndicated sports columnist Dick Young of the New York Daily News griped that when he talked to Robinson's Black teammate Roy Campanella, they stuck to baseball. But when he spoke with Robinson, "sooner or later we get around to social issues."
A 1953 article in Sport magazine titled "Why They Boo Jackie Robinson" described the second baseman as "combative," "emotional" and "calculating," as well as a "pop-off," a "whiner," a "showboat" and a "troublemaker." A Cleveland paper called Robinson a "rabble-rouser" who was on a "soapbox." The Sporting News headlined one story "Robinson Should Be a Player, Not a Crusader." Other writers and players called him a "loudmouth," a "sorehead" and worse.
Nonetheless, Robinson's relentless advocacy got the attention of the country's civil rights leaders.
In 1956, the NAACP gave him its highest honor, the Spingarn Medal. He was the first athlete to receive that award. In his acceptance speech, he explained that although many people had warned him "not to speak up every time I thought there was an injustice," he would continue to do so.
'A freedom rider before the Freedom Rides'
After Robinson hung up his cleats in 1957, he stayed true to his word, becoming a constant presence on picket lines and at civil rights rallies.
That same year, he publicly urged President Dwight Eisenhower to send troops to Little Rock, Arkansas, to protect Black students seeking to desegregate its public schools. In 1960, impressed with the resilience and courage of the college students engaging in sit-ins at Southern lunch counters, he agreed to raise bail money for the students stuck in jail cells.
Robinson initially supported the 1960 presidential campaign of Sen. Hubert Humphrey, a Minnesota Democrat and staunch ally of the civil rights movement. But when John F. Kennedy won the party's nomination, Robinson--worried that JFK would be beholden to Southern Democrats who opposed integration--he endorsed Republican Richard Nixon. He quickly regretted that decision after Nixon refused to campaign in Harlem or speak out against the arrest of Martin Luther King Jr. in rural Georgia. Three weeks before Election Day, Robinson said that "Nixon doesn't deserve to win."
In February 1962, Robinson traveled to Jackson, Mississippi, to speak at a rally organized by NAACP leader Medgar Evers. Later that year, at King's request, Robinson traveled to Albany, Georgia, to draw media attention to three Black churches that had been burned to the ground by segregationists. He then led a fundraising campaign that collected $50,000 to rebuild the churches.
In 1963 he devoted considerable time and travel to support King's voter registration efforts in the South. He also traveled to Birmingham, Alabama, as part of King's campaign to dismantle segregation in that city.
"His presence in the South was very important to us," recalled Wyatt Tee Walker, chief of staff of King's Southern Christian Leadership Conference. King called Robinson "a sit-inner before the sit-ins, a freedom rider before the Freedom Rides."
Robinson also consistently criticized police brutality. In August 1968, three Black Panthers in New York City were arrested and charged with assaulting a white police officer. At their hearing two weeks later, about 150 white men, including off-duty police officers, stormed the courthouse and attacked 10 Panthers and two white supporters. When he learned that the police had made no arrests of the white rioters, Robinson was outraged.
"The Black Panthers seek self-determination, protection of the Black community, decent housing and employment and express opposition to police abuse," Robinson said during a press conference at the Black Panthers' headquarters.
He challenged banks for discriminating against Black neighborhoods and condemned slumlords who preyed on Black families.
And Robinson wasn't done holding Major League Baseball to account, either. He refused to participate in a 1969 Old Timers game because he didn't see "genuine interest in breaking the barriers that deny access to managerial and front office positions." At his final public appearance, throwing the ceremonial first pitch before Game 2 of the 1972 World Series, Robinson observed, "I'm going to be tremendously more pleased and more proud when I look at that third base coaching line one day and see a black face managing in baseball."
No major league team had a Black manager until Frank Robinson was hired by the Cleveland Indians in 1975, three years after Jackie Robinson's death. The absence of Black managers and front-office executives is an issue that MLB still grapples with today.
Athlete activism, then and now
Athletes still face backlash for speaking out. When NFL quarterback Colin Kaepernick protested racism by refusing to stand during the national anthem, then-President Donald Trump said that athletes who followed Kaepernick's example "shouldn't be in the country."
In 2018, after NBA star LeBron James spoke about a racial slur that had been graffitied on his home and criticized Trump, Fox News' Laura Ingraham suggested that he "shut up and dribble."
Even so, in the past decade, athletes have become more outspoken on issues of racism, homophobia, sexism, American militarism, immigrant rights and other issues. They all stand on Robinson's shoulders.
It was Robinson's strong patriotism that led him to challenge America to live up to its ideals. He felt an obligation to use his fame to challenge the society's racial injustice. However, during his last few years--before he died of a heart attack in 1972 at age 53--he grew increasingly disillusioned with the pace of racial progress.
In his 1972 memoir, "I Never Had It Made," he wrote: "I cannot stand and sing the anthem. I cannot salute the flag; I know that I am a Black man in a white world."
As controversies about the "reopening" of America loom over our lives, nothing seems as intrinsically irrelevant--yet possibly as critically important--as how soon major spectator sports return.
If sports don't trump religion as the opiate of the masses, they have, until recently, been at least the background music of most of our lives. So here's my bet on one possible side effect of the Covid-19 pandemic to put in your scorebook: if the National Football League plays regular season games this fall, President Trump stands a good chance of winning reelection for returning America to business as usual--or, at least, to his twisted version of the same.
That's why he announced at a recent daily coronavirus briefing-cum-rally his eagerness to bring professional sports back quickly. Though it was Major League Baseball that he mentioned--"We have to get our sports back. I'm tired of watching baseball games that are 14 years old"--the sport that truly matters to him is football, the only major mass entertainment (other than Trumpism) that endorses tribalism and toxic masculinity so flagrantly and keeps violence in vogue. Football supports Trump in its promotion of racial division, the crushing of dissent, and the spread of misinformation, inequality, and brutality.
Whether or not the president can survive the loss of the 2020 baseball season--already poisoned by last year's Houston Astros sign-stealing scandal -- is up for grabs. Certainly, the proposed plan to turn stadiums in the Phoenix, Arizona, area into the sports equivalent of a vast movie set for the games of all 30 major league teams (to be played without fans) seems far-fetched at best.
But football, now the true national pastime, is another matter.
In sports terms, as in so much else in coronaviral America, these are desperately deprived times, even for casual fans. There will be intense pressure--and not only from the president's base--for that sport's return. For many people, mostly men, it's the sustaining soap opera that has always carried them into the next week and the one after that, a porn-ish escape hatch from work and family, a currency of communication with other men, an eternal connection to a non-demanding hive.
Games for Lives?
Without professional (or even college) sports right now or realistically in the near future, fans feel even more unmoored in lives that, for all of us, are distinctly adrift. As they become edgier, it's a reasonable bet (or at least my hope) that they will also become more open to questioning Trump's mismanagement--or, to put it more bluntly, sacrifice--of their lives. Recent polls already seem to reflect this, with the latest Gallup Poll showing the steepest approval decline of his presidency.
The president, I suspect, fears just this, though perhaps, in the end, the hole in everyday life where sports once was may only reinforce fans' sense (like the president's) that the games are too important not to bring back, safety be damned. Certainly, Trump and other Republican politicians have already been willing enough to forfeit lives to boost their reelection chances.
The values and sensibilities of football are, of course, Trumpist in nature. That's why former San Francisco 49ers quarterback Colin Kaepernick's demonstration against racism -- performed in a kind of public isolation--elicited such a harsh reaction from the president in the now-distant pre-pandemic era. That's why the sport's billionaire owners, predominantly Trump donors, shunned Kaepernick (although some of their teams could have used his skills). They didn't dare to, or care to, give him another platform, not in an era when "president" and "racism" were becoming synonymous.
Even more tellingly, in an understandable but still disappointing me-first display, few of Kaepernick's fellow players, most of whom are also African-American, supported him publicly. After years of being celebrated as America's "warriors" and "role models," they came up desperately short when it counted. Compare them to healthcare workers and other front-line heroes of this pandemic and you'll realize just how far short they fell of even the most modest form of everyday bravery.
Not that, when it comes to pro sports, football was such an outlier. As activism goes, baseball, a sport that once produced transcendent progressive heroes like Jackie Robinson, Jim Bouton, and Curt Flood, has been eerily quiet in recent years. It's a sport that the president has paid relatively little attention to--except for suggesting recently that Pete Rose, banned from baseball for life for betting on the Cincinnati Reds while he was that team's manager, should be allowed into its Hall of Fame.
How Trumpian was that? Such betting is, of course, strictly forbidden for active players and managers who are obviously privy to inside information. But, hey, does disregarding inconvenient rules to profit from a privileged position ring any bells these days in Washington?
Trump has, in fact, been uncharacteristically silent on the recent revelation that during the 2017 season, the World Series winners, the Houston Astros, concealed a video camera in center field to steal the pitching signs of opposing teams. That's also illegal. Major League baseball punished the team by suspending its manager and general manager for a year, imposing a $5 million fine on its owners, and taking away its first- and second-round draft picks in 2020 and 2021.
For some fans and commentators, the Astros' punishment was too severe or too mild. Opposing players, feeling victimized by the scheme, thought specific Astros should have been penalized, too. Yet such cheating is hardly new. In 1951, the "shot heard round the world," a famed home-run that won the National League pennant for the New York Giants and sent them to the World Series, was linked to the stealing of signs from the Brooklyn Dodgers through a hand-held telescope. Only the technology has improved.
A Changing National Pastime
Once baseball's opening day passed without a pitch this April, proof that the plague was winning, the Phoenix Plan was floated. It would require all major league players and employees to be sequestered in that area and continually tested at a moment when tests might still not be universally available. But, hey, haven't VIP Jocks always gone to the head of the line? (Actually, a massive study of 10,000 Major League Baseball employees, from players to popcorn vendors, being conducted by Stanford University and the Sports Medicine Research and Testing Laboratory to find out how many contracted and may have recovered from the virus has already gotten access to such testing kits at a time when even some front-line workers can't get them!)
For those who think this country needs baseball now to raise its depressed spirits, you might consider a cautionary historical precedent, the Summer of Swat of 1998. As the country reeled from the revelation of President Bill Clinton's sexual liaison with a White House intern and with his impeachment just around the corner, a feel-good legend was born. A white man and a brown man rose in friendly rivalry to break the 37-year-old record of 61 home runs by Roger Maris, who, in turn, had bested Babe Ruth's famed 60 in 1927.
The good-natured competition between Mark McGwire of the St. Louis Cardinals (who won with 70 homers) and Sammy Sosa of the Chicago Cubs (66) was, at the time, celebrated as a balm that should soothe the country. And perhaps for many fans it did indeed serve as a comforting distraction in a difficult political moment.
But that summer's golden glow soon faded as both players were reported to have taken steroids to muscle up. McGwire would admit it years later; Sosa would not. (A dark-skinned Dominican, he further complicated his legend by bleaching his skin to whiten himself, as if in anticipation of the Trumpian racial preferences to come.) Their contemporary, Barry Bonds of the San Francisco Giants, would eventually become the single-season home run leader with 73, but has never shaken rumors that he, too, used steroids.
Nor did baseball ever fully recover its sense of primacy as the national pastime or its sense of righteousness as one of America's first major institutions to integrate. In fact, the sport is still overwhelmingly white and skewed toward an older audience, as well as slow and outdated in an era of tweeting speed.
Which is why, whether or not baseball opens this season in a vast sports self-isolation experiment, the key to President Trump's future lies in his perverse relationship with the National Football League. That goes back more than 30 years to the moment he tried unsuccessfully (as with so many other business ventures) to elbow his way into the sport. Give him credit, though: ever attuned to the public mood, he did sense the rise of a new national pastime.
Bet On This
One reason for the NFL's growing popularity is the way it uses college football as its minor leagues and early showcase for pro players (though possibly not this fall). For a passionate pro football fan, it's a pleasure to see the stars of tomorrow in the making. Of course, the famously corrupted higher education sports market is a happy NFL partner and crime may pay after all, as it often does in the Trump league. In a recent commentary in the Chronicle of Higher Education, Nathan Kalman-Lamb of Duke opines that high-revenue men's football and basketball "will become more valuable than ever as an enticement to lure steep tuition from students."
And here's an innovation that the president would glory in, one that would make post-pandemic football an even greater success: the addition of real-time nationwide legal gambling on games. Just imagine the sort of Trump-donor dollars that would be stacked up to support such a future industry. After all, estimations are that illegal gambling on pro and college football is already a $93 billion business. Legal or not, it's an integral part of the fan experience (though in the post-pandemic world there will be a lot less money in so many pockets to gamble with).
The dream of easily accessible, high-tech legal gambling has been lurking on the sidelines for years. All that's necessary to make it come true is for Congress to reverse the 1992 Professional & Amateur Sports Protection Act, the federal law that bans it in most states. And the pandemic moment may prove perfect for just that, for "reopening" football in a new and even more Trumpian way, allowing fans to sit at home and bet what money they have left on games in progress: Will that field goal attempt split the uprights? Will Tom Brady in his new Tampa Bay Buccaneers uniform make that crucial third-down conversion?
However, to reopen pro football, as the president would wish, to make life seem "normal" again, stadiums might have to remain empty (or partially empty). Imagine, for instance, if San Francisco had actually beaten Kansas City (which it didn't) in the Super Bowl on the first Sunday in February and the expected championship parade had followed a few days later, drawing a million people to that city's streets. It might have proved an early version of Mardi Gras (a 2020 coronaviral disaster of a get-together).
Of course, social distancing will be inconceivable for football players and the results all too predictable in a world in which Covid-19 is likely to hang around for a long, long time. From the huddle to tackling, the game is, in every way, a potential disease transmitter. The only example of social distancing (besides Kaepernick kneeling alone) I can even remember might have been the 1958 West Point football team, which fielded a "lonesome end," Bill Carpenter. On every play, he set himself up near the far sideline in an innovative formation. He never even joined the huddle and that team went undefeated.
If it proves impossible to stage football games, given social-distancing rules, the inevitable sport of the future is already waiting in the wings. Just under the radar of most of the middle-aged and elderly, especially those without access to children, is a fiercely contested, already commodified, fan-friendly industry with championships, heroes, endorsement contracts, and a ready market for expensive gear. I'm thinking, as you may have guessed, of competitive online video games, or esports. (Think of it as the revenge of the nerds.) No matter what Donald Trump does, sooner rather than later they're likely to replace the old up-close-and-contagious live games.
It's not hard to imagine a future in which individual competitors, regional and national teams, leagues, or even some version of the Olympics, would be watched by millions on streaming platforms on home screens and, once social distancing becomes a historical footnote, on the screens of sports bars as well, if not theaters and arenas. While combat games like Fortnite and Call of Duty, along with sports knock-offs like Madden and NBA Live, currently dominate esports, the future will undoubtedly include brainier fare that will turn art, architecture, banking, diplomacy, music, and maybe even poetry into online competitions even Nike and Google could sponsor.
Esports already supports ESPN-style commentary. There might even be room someday for a new reality show about them hosted by a motor-mouthed, pumpkin-headed former one-term president.
Who needs football after all? It would, in fact, be the definition of madness to launch a football season in a coronaviral world. But that doesn't mean Donald Trump won't push for just that. The advisory board he appointed for the reopening of sports includes, as my colleague Dave Zirin points out, "a group of brigands defined by their lack of care in normal times for the safety and well-being of their employees."
It's Trump's dream team because, to win in November, he needs an America in which the National Football League is back in business big time. For him it's open arms for the NFL, which could mean open season on the rest of us.