Mega-sporting events like the Super Bowl and the Olympic Games are more than competition. They have become global media platforms, watched and dissected by millions of viewers across social and traditional media. For organizations that participate, sponsor, host or support these events, the communications landscape is uncompromising: every message, silence and misstep is amplified and politicized almost instantly.
Reputational stakes stay exceptionally high amid an increasingly charged and emotional political climate. And because the global conversation is currently flooded with this intensity, allowing a single issue—whether rooted in politics, culture, social justice or public policy—to collide with sports almost instantly requires a strategic response.
Visibility Equals Magnification
Mega events like Super Bowl Sunday or the Olympic opening ceremony generate unparalleled attention. A Super Bowl ad can be seen by over 100 million viewers in the U.S. alone, while the Olympic Games draw a global audience that dwarfs that. In these environments, even operational decisions can become value signals.
Leaders quickly discover that events no longer exist in a vacuum. Political debates, immigration controversies, and national policy battles spill directly into sports narratives. Critics, commentators, and entire fan communities seize on every headline and nuance.
This year, for example, highly public incidents between government agents and citizens defined the broader context in which Americans view their institutions and national identity. Professional athletes in Minnesota spoke out following the killings of citizens Renee Good and Alex Pretti during such incidents. These highly emotional circumstances fuel public discourse far beyond their immediate circumstances, shaping how communities interpret national symbols and gatherings.
This creates an environment where mega-events become spaces for national and global debates.
When Athletes Engage Politically
Global sports calendars are increasingly affected by political and ideological tensions. Neither athletes nor organizers are immune to broader cultural friction and many choose to use their global platforms to speak out.
Performers and athletes have drawn intense attention for engaging with political and social issues. From former NFL Quarterback Colin Kaepernick’s decision to kneel during the national anthem in 2016 to the raised fists of Tommie Smith and John Carlos at the 1968 Olympics, athletes have long used the global stage to make powerful political statements. Recently, the decision to have Bad Bunny perform at this year’s Super Bowl has become a flashpoint where political parties and competing ideologies clash, driving intense social media debate and sparking boycott rhetoric.
Whether it’s a medal podium speech that touches on human rights, a gesture on the field that draws political condemnation, or an open letter signed by dozens of players calling for action on a global issue, these moments aren’t fringe. They are central to how audiences perceive the event, participants and institution behind it. Outlets covering sport increasingly grapple with whether to treat such expressions as news, activism or reputation moments.
Today’s debates over immigration policy, human rights and international relations are affecting planning and perception around international sporting events being held in the United States, such as for this year's World Cup, where questions about border policies, visas and travel restrictions could have implications for fans and players alike.
A global event doesn’t pause for politics. Instead, politics becomes part of how the event is understood, discussed and critiqued. Communications teams must be ready.
Crisis Communications Is Strategic, Not Reactive
Traditional crisis communications focused on response: answer questions, contain the narrative and move on. At mega-events, that model no longer holds. These moments unfold in real time across global media cycles, where silence can be misread and premature statements can escalate controversy, rather than resolve it. As a result, organizations must treat crisis not simply as an operational challenge, but as a narrative one.
A crisis is not limited to a single incident; it is any moment that reshapes how an organization is understood in the public eye. When athletes use their platforms to speak out, when geopolitical tensions surround a host city, or when national policy debates intersect with athletic competition, reputational pressure functions like a stress test. This exposes fault lines, amplifies inconsistencies and demands a far more strategic and resilient approach to communications than ever before.
Preparation is the true advantage in this environment. Looking back at the Kaepernick controversy, Nike anticipated the backlash that would come with aligning the brand so publicly with a polarizing political figure and prepared accordingly. Leadership had already aligned internally on values, messaging and risk tolerance before the campaign launched. When criticism erupted, including calls for boycotts and viral images of people burning Nike products, the company did not scramble or overcorrect. Nike stayed disciplined, issued minimal but values-aligned messaging, and allowed supporters, athletes and cultural allies to carry much of the conversation organically.
Not every reputational challenge can be anticipated, however. Some of the most complex crises emerge without warning, requiring organizations to respond in real time to deeply human decisions. Simone Biles’ decision to withdraw from multiple events during the Tokyo Olympics in 2021, due to mental health concerns, is a clear example. What began as an athlete's decision quickly became a global conversation about pressure, expectations and well-being. Sponsors, governing bodies and partners were forced to respond almost immediately, balancing support for the athlete with brand values, public sentiment and global scrutiny.
Effective crisis preparedness requires anticipating political, cultural or social flashpoints before they emerge, maintaining clear and disciplined messaging aligned with organizational values, preparing spokespeople to handle unexpected or hostile questions, and actively monitoring sentiment across platforms to stay ahead of shifting perceptions.
From Reaction to Narrative Leadership
Mega-sporting events will always be high-visibility moments. But reputation risk isn’t just about managing fallout; it’s about shaping the conversation ahead of time and showing leadership when issues inevitably arise.
The organizations that approach these moments reactively will always be a step behind. Those who anticipate, prepare and engage with clarity, centered in values rather than panic, are the ones who turn global visibility into long-term trust.
Sport will never be apolitical. And for communicators, that means the game is always on.
Meghan Tisinger is Managing Director of Leidar USA, a global communications consultancy.