Sports activism during the COVID-19 pandemic era

Sports have always been a source of attraction and interest and has frequently been laden with social and cultural meanings. Although sports presume to be fair and free of external interests, they are usually greatly influenced by local and international politics. The commercialization and professionalization of sports in the second half of the 20th century and the increased significance of the media and technological advancements have made sports and sports viewing the most common modern leisure activity. This has resulted in a change in the characteristics of elite athletes. They are admired, sometimes independently from the club for which they play, and have direct communication channels with their fans, primarily through social media. There is also a public expectation from elite athletes to express their views and represent their communities. The interplay of these two factors, social media and the popularization of sports, have made elite athletes, or those who desire it, public personas with the power to encourage social change. Thus, the chapter sheds light on three main components: the significance of athletes in the age of social media and Covid-19 pandemic; the recognition of the role of the athletes and the establishment of their power; and the desire or need of famous elite athletes to make use of this power.