When football players publicly embrace a purpose larger than winning trophies and awards, their impact is bigger, and their influence can expand beyond the limits of the team, league, and country they are in. It allows them to welcome new audiences and opportunities.
That is how I started following Jordan Henderson. He was not on my radar until I learned about his willingness to support and get involved in different social causes, and I am positive I am not the only extra-pitch fan he acquired during this time.
He has spoken up against cyberbullying and online racial abuse, was named Member of the Order of the British Empire for his charity work during the COVID-19 pandemic, appeared on the Sunday Times Giving List, and served as an ambassador in different campaigns. This article from 2021 covers the effect that all these purpose activations had on his brand.
But he has probably been most known for his support of the LGBTQ+ community, shown on different occasions and in different ways, from wearing a rainbow armband to personally assuring his commitment to fans.
We recently watched as Henderson's personal brand strength and positive reputation fell apart when he announced his transfer to the Saudi Pro League, in a country where homosexuality is illegal.
After receiving heavy criticism, he gave a rather inconclusive interview and left us all still wondering what could have possibly caused him to make this decision - according to Jordan, it wasn't the money.
While we can't find these answers or know if his plan to be an influential voice in the new context he is in will work, we can reflect on what this controversy means for other athletes who choose (or want to) build a legacy beyond the pitch through purpose.
How can we look at this story without jumping to overly simplified conclusions or blunt pessimism? And how can athletes continue to pursue purpose despite the risk of it backfiring?
Here are a few ideas:
1. Promoting a culture of authenticity over a purpose “trend”
When it comes to social impact, anything that is not born out of authenticity and truly purpose-led becomes a disservice to the different people, organizations and causes involved. Purpose should be in a (corporate or personal) brand's DNA and not artificially added to it - and people can tell the difference. When athletes embrace a cause that speaks to their story and resonates with their values, the outcome is powerful. It is everyone's role to contribute to a culture that prioritises being over looking good.
2. Partnering with experts
The world's problems are complex, and so is working to find solutions for them. That is why people in the impact sector are constantly developing skills, evidence, tools, methodologies and more assets to help tackle the different social and environmental challenges in the world. The best way to create the change one wants to see is to work with experts in the different aspects involved in the process, from development to communication. Sofie Junge Pedersen's partnership with Football for Future and Common Goal is a great and successful example.
3. Filtering through the noise
The ones who choose to speak up tend to also be more criticized and demanded of. It can feel like the bar is raised and there is less room for making mistakes because there is a very loud crowd affirming that. But genuine purpose attracts genuine people, and the personal brand trust and reputation built in these processes can allow for the benefit of the doubt. Here, purpose-led crisis management can help turn a mistake into positive change.
As mentioned before, complex problems call for complex solutions, and it is not possible to crack this code with a 3-step fix.
Time will tell us if Henderson will turn out to ignite change in Saudi Arabia, find other ways to still generate positive impact, or make things right with the community that now feels betrayed by him.
One way or the other, if his motivations are authentic and his intentions genuinely good, the loss of his leadership role would be a loss to everyone who wants to make football better, and the world better through football.
THE GOOD LINKS
🥳 The great news that Luis Rubiales finally resigned - not without a poor resignation speech, of course.
✊ The Women in Football's open doors agenda and call to make football fully gender-inclusive.
🏆 This Fast Company's Innovation by Design award won by the Quzhou Sports Park stadium.
♻️ This incredibly cool brand that upcycles football apparel into brand-new and sustainable products.