Socio-cultural Issues
Sociocultural issues are defined as large-scale common causes within one society or multiple ones that influence the way people in a set society behave, act, feel and think. Oftentimes, these issues also act as a common thread that either unites people together or divides them apart. Before we explore football as our main socio-cultural issue in this era here are other socio-cultural issues that were prominent in this era:
Football as a socio-cultural issue
For this area, the key sociocultural issue which will be discussed is sports, specifically football. Much like education, the impact of football can be measured both globally and regionally. It is often said that football is more than a sport, it’s the world’s game (Campelli,2021). When you have half of the world’s population invested in a particular sport it is no longer just a sport and inevitably begins to carry a social, cultural, and even economic weight.
Although the sport in many cases can act as a communal force bonding people together, celebrating joyous victories, we cannot disregard the social issues that exist in football and football fan culture. During the finale of the Euro 2020 final match between England and Italy, three of England’s finest players, Marcus Rashford, Saka, and Jadon Sancho who also happen to be young Black men missed penalties and therefore lost the cup to Italy were subjected to aggressive racial abuse by English fans. Furthermore, in 2019, during another match between Montenegro and England, several Black English players were subjected to monkey noises from the Montenegro fans. Furthermore, Raheem Sterling, a Manchester City player was subjected to racial abuse and harassment on social media. In protest, a lot of players exit the pitch during games in protest of the disrespect they receive and the lack of
rigid anti-racism rules and consequences that condemn such behavior while simultaneously protecting players. (CBS Sports,2021)
​
The ferocious nature of football fandom culture is not a new phenomenon, it has existed for ages, it is just that the presence and social media have made these racist and vicious attacks more wildly known. In an essay by George Orwell in 1945, titled The Sporting Spirit, Orwell speaks about similar incidences in football and how the nature of the sport can evoke vicious emotions of patriotism and nationalism. “As soon as strong feelings of rivalry are aroused, the notion of playing the game according to the rules always vanishes. People want to see one side on top and the other side humiliated, and they forget that victory gained through cheating or through the intervention of the crowd is meaningless. Even when the spectators don’t intervene physically they try to influence the game by cheering their own side and ‘rattling’ opposing players with boos and insults. Serious sport has nothing to do with fair play. It is bound up with hatred, jealousy, boastfulness, disregard of all rules and sadistic pleasure in witnessing violence”. (Orwell,1945,p.6).
​
Although there have been some actions taken against racism in football, many would argue that it is not enough and there is still more to be done. Le Ferdinand, former England player and now director of football at Queen's park ranger which is a London club said in an article with the Straits Times that the reason racism is still prevalent in football is that the people who are in high positions to make an active change simply do not care enough, and that is the true root of the issue. The 54-year-old retired player recalls similar incidents during his early career where he suffered racial abuse on the pitch. Furthermore, Le Ferdinand stated an important point about the lack of diversity in football managerial positions saying that out of the 97 in both England and Wales, there are only 7 clubs in the league with black managers. (The Straits Times,2021)
In efforts to combat this issue and work towards creating a positive change in football, there have been several campaigns and initiatives created in light of the multiple incidents of racial abuse. Kick It Out is an English organization established with the mission of ensuring equality and fighting against discrimination. The organization is supported by the Premier League and therefore works closely with football clubs, communities, and individuals on putting in place diversity policies. Moreover, the premier league launched the No Room For Racism anti-racism initiative where the league its clubs, and The Professional football Association to combat racism on and off the pitch. The initiative works through four main pillars: No Room for Racism Action plan, Reporting Racism, and Education Programmes.
In addition to the blatant race discrimination players face, another issue that has been rearing its ugly head is gender inequality and discrimination. According to a research study conducted by Women In Football, it’s reported that two-thirds of women working across the football industry in varying positions, on and off the field experience gender bias. The survey collected data from an approximation of 4,000 participants. Some of the key findings include 81% “agree” or “strongly agree” they have faced gender stereotyping, 52% have been overlooked when it came to career progression, The study also reported that issues of gender discrimination were often not addressed with seriousness and oftentimes completely disregarded. However, on the bright side, 66% of women felt supported by their employer while 78% reported that they are supported by their colleagues. Lastly, 59% of the women surveyed said that their organizations prioritize recognizing and celebrating women’s talent.
(BBC sports, 2021)
​
How Emirates Airlines leveraged the social issue of Football in their AIMC
Much like England, the UAE and football have quite a strong bond, being one of the most popular sports in the county with 41 football clubs. Therefore, it is quite interesting to examine how both Emirates and Etihad airlines have successfully leveraged a sociocultural factor and partnered with two of the most successful premier league clubs, Arsenal FC and Manchester City, and how the partnerships impacted the brands and their positioning. "Arsenal’s strong appeal around the globe and ambitious approach to the game parallel our own approach to business, making them a valuable partner for our brand. The Club has been an important enabler of the growth of our business over the last decade and we are confident this will continue.” His Highness Sheikh Mohammed Bin Saeed Al Maktoum
(Arsenal,2015, Para.4) The Emirates airlines and Arsenal sponsorship began back in 2004, the agreement included:
​
-
Renaming Arsenal Stadium to Emirates Stadium
-
Kit sponsorships
-
Arsenal Soccer school
-
Arsenal training camp
-
Global campaigns and initiatives - Emirates Share A Smile Arsenal Style. The campaign is another layer to their most well-known global brand campaign Hello Tomorrow created by StrawberryFrog Advertising Agency The main communication objective of Hello Tomorrow was to change the positioning of Emirates, elevating the brand’s essence from just another travel brand, to a global lifestyle brand. Through the messaging and the emotional appeal, Hello tomorrow encourages people to explore the world through traveling with Emirates Airlines, emphasizing on the importance of connectedness and how it is possible to achieve through the airlines. Executive chairman of Emirates Airlines Sir Maurice Flanagan said “Emirates is not just offering a way to connect people from point A to point B but is the catalyst to connect people’s hopes, dreams, and aspirations. Emirates is connecting people and cultures creating relevant and meaningful experiences that are shaping the world.” (Davit,2012,Para.3)
How Etihad Airways leveraged the social issue of Football in their AIMC
Similarly, with Etihad Airways and Manchester City Football Club, the 10-year partnership was announced in 2011. Similar to the Arsenal and Emirates airlines, the deal entailed renaming the Manchester stadium to Etihad stadium enhancing the brand visibility as the stadium witnesses around 2 million visitors a year. Furthermore, a Manchester city kit was sponsored by Etihad. (Manchester City. 2011) The agreement included:​
​
-
Etihad guest sky blue: furthermore, as another pillar of the sponsorship, Etihad prioritized Manchester city match coverage as in-flight entertainment for all flight attendants, along with a loyalty program was created to leverage the current consumer and fan base. Etihad Guest Sky Blue is an incentive-based free loyalty program catered to Manchester City fans. The Program offers a selection of prizes such as flight discounts, Etihad Stadium and sports campus tours, club merchandise, match tickets, etc. (Etihad Guest. n,d)
-
Community cooperation: During the 10-year deal, Etihad and Manchester City club collaborated on ways to support communities in both Manchester and Abu Dhabi as well as Dubai. Manchester City Football School is a football academy with a focus on nurturing football skills in both boys and girls. The school offers a selection of programs targeting different ages ranging from 3 years old to 18. Students are trained under the supervision of highly qualified Machester city football coaches. (City football school. n,d)
-
Business cooperation: In November 2010, Etihad Airways opened its first business class lounge at the Manchester city airport targeting frequent passengers. In addition, Etihad increased the number of flights traveling to and from Abu Dhabi and Manchester. (Manchester city. n,d)
How Emirates Airlines could have addressed racism within football in their AIMC
As a global lifestyle brand that places huge emphasis and importance on its mission of bridging gaps between societies and cultures and encourages its audience to adopt a mentality of open-mindedness while celebrating our differences. We were compelled to create this video on behalf of the brand, even more so since the issue addressed -Football- are ones that have strongly shaped Emirates airlines as a brand and have contributed tremendously to its growth as a global icon in aviation. We chose to address the issue of racism in sports digitally by creating an emotionally driven video tackling the issue at hand. This specific approach is both inspired and aligned with the way Emirates Airlines has communicated with its audience in the past.
Copy Platform Emirates Airlines anti- racism commercial:
Issue being addressed:
We live in a time where the state of the world is filled with hate and violence towards one another, violence that takes different shapes and affects different groups of people. Whether it is violence against women, people of color (POC), political violence against refugees, Islamophobia, etc. There is extreme global tension and lack of harmony that is preventing communities from peaceful co-existence. As for Emirates Airlines, a brand that advocates for tolerance and acceptance while celebrating and finding strength in our differences, it was imperative for the brand to speak on this issue.
Communication objective:
To raise awareness about the racist incidents that occur in football. These incidents are not the true measure of sportsmanship or the values of Emirates Airlines. To communicate that Emirates Airlines does not condone racist and discriminatory behavior.
Target Audience:
Global football community.
Compelling benefit:
Standing up for a crucial socio-cultural issue. Using the authority of Emirates to back up anti-racism and support respect, unity and diversity.
Creative execution:
A short yet emotionally charged video displaying racist incidents that have taken place in football. The video includes disturbing yet real news headlines created by racist media outlets targeting Black football players. The second half of the video showcases celebratory moments in football, reminding the audience that true sportsmanship is based on respect, class, integrity, and brotherhood. The video ends with a reminder urging the football community to do better by one another and welcoming a better tomorrow.