Sócrates, Vinicius Jr and the Brazilian way of changing the game
Could we be watching the rise of a new leader in football?
Last week at the Ballon d’Or ceremony, Real Madrid's Vinicius Jr won the Socrates Award (its “social impact” category) but not for the reason you are probably thinking.
Named after the late Brazilian player, the award recognizes football players for their humanitarian work (even though Sócrates’ influence was mostly political) and the other 2023 nominees were Alex Morgan, Asisat Oshoala, Marcus Rashford and Antonio Rüdiger. Vini Jr was honoured for the work of his foundation Instituto Vini Jr, which aims to transform public education in Brazil through technology.
Following the acceptance speech, the co-host of the ceremony Didier Drogba took the opportunity to highlight Vini Jr's active fight against racism in football, on top of the impact that earned him the award.
At a very young age, Vinicius Jr is already showing signs that he could become one of the most prominent footballers of his generation, not only for his talent but for his leadership and activism.
Of course, he is not the first player to suffer racist attacks, but the frequency and reoccurrence of the abuse towards him in Spain have brought much attention to Vini Jr. He is choosing to use that in his, and many others, favour - and fight back.
“I have a purpose in life and if I have to suffer more and more so that future generations don't go through similar situations, I'm ready and prepared.” - Vinicius Jr
What else makes him stand out and emerge as a potential influential leader outside the pitch?
The spotlight
Ranked in sixth place in the men's Ballon d'Or 2023, holding a newly renewed contract with Real Madrid until 2027, and a constant presence in the Brazilian national team, Vini Jr has a promising future ahead. This naturally places him under a big spotlight and gives him a greater platform to generate positive impact.
Action
Whether by investing in the works of his foundation, lending his voice and face to different actions and campaigns, or demanding better policies against racism, Vinicius Jr has been showing up and taking action. That already puts him ahead and adds credibility to his intentions, which seem to be well-aligned with what he is saying and doing.
Personal brand and communication
His team is also doing an excellent job in building an authentic and consistent personal brand that can communicate the seriousness and urgency behind his statements and still bring in his personality. They have been making great use of his social media platforms to promote his advocacy and amplify his voice. When he is attacked by chants that reach as far as the area of a football stadium, he gets to respond to millions of people around the world.
Courage
Vinicius Jr has made it clear that he will not allow himself to be intimidated by the constant abuse, and is willing to confront those who attack or don't protect him - from fans to authorities. To generate real change in such a complex issue, courage is vital, and Vini Jr has been showing it in different ways.
A lot of the criticism that Vinicius Jr receives in Spain is due to his personality and many say that the wave of attacks he receives is in response to him teasing his opponents and their fans. There should be no connection between these two completely different things, and the boldness he displays in fighting back is probably another facet of his daring nature.
If he continues to surround himself with great professionals and channel the particularities of his personality to become a better leader, Vini Jr can be unstoppable.
He cannot do it alone, though. As he stands on the shoulders of the black players who fought before him, and side by side with others who are also taking a stand in their own way, he needs allies to follow his lead.
Here lie opportunities for brands, clubs, media and fellow athletes to join in and become change-makers themselves. And for leagues and federations to regain trust and reputation by making the right decisions.
Brazil is known for having a unique style of play that influences the game on many different levels, and it might just be that now this fearlessly and (maybe kind of) sassy way will play a big role in the fight against racism in football.
THE GOOD LINKS
🥺 The gift Aitana got from her teammates following the Ballon d’Or award.
💆♀️ These initiatives to promote mental health and well-being in football.
🤌 Lewis Hamilton being iconic and wearing the 94 Brazilian squad tracksuit.
🌟 This great new social impact programme by Football Beyond Borders, Nike and Marcus Rashford.
🌎 This newsletter focused on football and climate change.