Manufacturing Consent in Sports: How Media, Corporations, and Globalization Shape the Narrative

The concept of manufacturing consent, initially applied to the political economy of mass media, offers a powerful lens for analyzing how narratives are controlled within sports. This framework reveals the intricate mechanisms by which media, corporate sponsorships, and globalization collaborate to align public opinion with the interests of powerful entities. This article explores these mechanisms in depth, providing real-world examples to demonstrate how sports narratives are influenced—dictating the stories we hear, the athletes we celebrate, and the controversies that are conveniently ignored.

Consider the dominance of media conglomerates like Disney, which owns ESPN, and Comcast, which owns NBC Sports. These corporations exert significant control over what is broadcasted and how it is framed. For example, ESPN’s extensive coverage of the NFL and NBA is no coincidence—these leagues are among the most lucrative for broadcasters, bringing in billions in advertising revenue. The narratives that emerge are often carefully curated to sustain interest and maximize profit, sidelining less commercially viable sports or stories.

Take the consistent glorification of star athletes like Tom Brady or LeBron James. While their skills and accomplishments are undeniable, the media’s focus on these figures is not purely meritocratic. These athletes are highly marketable, driving viewership and, by extension, advertising revenue. In contrast, less commercially appealing athletes, even those with compelling stories, often struggle to receive media attention unless their narrative can be tied to a broader, marketable theme.

Selective reporting is another method through which sports media manufactures consent. A case in point is the coverage of athlete activism, particularly during the national anthem protests in the NFL. Mainstream media largely framed the protests as disrespectful to the flag or the military, rather than focusing on the underlying issues of racial injustice and police brutality that the athletes were highlighting.

This framing is not accidental. By diverting attention from the core message, media outlets align public perception with the interests of their corporate sponsors, who prefer to avoid controversy. This was evident in the response to Colin Kaepernick’s protests; rather than a nuanced discussion on the racial inequalities he was protesting, the narrative quickly shifted towards whether or not such actions were appropriate during the anthem—a much safer debate for corporate interests.

Corporate sponsorships play a pivotal role in shaping sports narratives, often in ways that are not immediately visible to the average viewer. For example, the relationship between Nike and the NBA has significantly influenced how basketball is presented and consumed. Nike’s "Just Do It" campaign, which famously featured Colin Kaepernick, was a strategic move that allowed the company to align itself with social justice while also capitalizing on the controversy.

However, this move was not purely altruistic. Nike calculated the potential backlash and determined that the benefits of appearing socially conscious outweighed the risks. The media, influenced by corporate advertising dollars, played along by focusing on the boldness of Nike’s campaign, rather than critically examining whether the campaign was genuinely supportive of social justice or merely a marketing strategy.

The commercialization of college sports, particularly by the NCAA, offers a clear example of how media and corporate interests shape public narratives. The NCAA, which generates over $1 billion annually, often frames its activities as benefiting student-athletes. However, this narrative obscures the reality of how college athletes are exploited—often generating immense profits for their schools while receiving minimal compensation in return.

March Madness is a media spectacle that generates massive advertising revenue. Yet, the athletes who are central to this event see little of the profit, as the NCAA has long opposed efforts to allow athletes to earn money from endorsements or their likenesses. Media coverage of college sports tends to focus on the excitement and drama of the games, while rarely addressing the ethical implications of this profit model. This selective framing helps maintain public consent for a system that many argue is exploitative.

Globalization has allowed Western sports to dominate the global market, often at the expense of local traditions and sports. The NBA’s aggressive expansion into China, for example, illustrates how Western sports leagues seek to capture new markets. The NBA is now a multi-billion-dollar industry in China, and players like Yao Ming have become household names. However, this expansion has also led to the marginalization of local sports and athletes, as Western sports increasingly dominate media coverage and public attention.

A stark example of this occurred in 2019 when Houston Rockets' General Manager Daryl Morey tweeted in support of Hong Kong protesters. The backlash from China was swift and severe, with Chinese broadcasters pulling NBA games from the airwaves. The NBA’s response was cautious, attempting to balance free speech with its lucrative Chinese market. This incident highlighted the complex interplay between global sports, media, and corporate interests, demonstrating how narratives are shaped to protect financial interests—even at the cost of human rights advocacy.

Global sports academies, particularly in developing countries, have become gateways for young talent destined for Western leagues. While these academies provide opportunities for young athletes, they also contribute to the commodification of talent from these regions. Take the example of academies run by European soccer clubs in Africa. These institutions scout and train young athletes, often signing them to contracts that funnel them into European leagues at a young age.

This process, while offering a pathway to professional sports, also reflects a form of modern cultural imperialism. African athletes are molded to fit the demands of European sports markets, sometimes at the expense of their cultural identity or long-term well-being. The media rarely questions these practices, instead celebrating the success stories of African athletes who make it to the top. This selective reporting helps maintain the narrative that these academies are purely beneficial, obscuring the broader implications of this talent extraction.

Sports media is instrumental in shaping how fans perceive athletes, teams, and events. Consider the coverage of concussions in the NFL. For years, the league downplayed the risks associated with concussions, and the media largely followed suit. It was not until investigative journalism and documentaries like League of Denial brought the issue to the forefront that public perception began to shift. Even then, the NFL and its media partners have worked hard to control the narrative, emphasizing the league’s efforts to improve player safety while minimizing discussions about the long-term impacts of head injuries.

This example highlights how media can be used to manufacture consent by shaping the narrative around controversial issues. Fans are often presented with a sanitized version of events, designed to maintain their engagement with the sport while minimizing concerns that could disrupt the profitability of the league.

The media also plays a critical role in manufacturing consent around decisions made by sports governing bodies. When FIFA awarded the 2022 World Cup to Qatar, it sparked widespread criticism due to concerns about human rights abuses and the treatment of migrant workers. However, as the tournament approached, media coverage began to shift, focusing more on the excitement of the event and less on the controversies surrounding it.

This shift in narrative is not accidental. Media outlets, many of which have lucrative broadcasting deals with FIFA, have a vested interest in promoting the event rather than alienating viewers with negative stories. By reframing the narrative, they help create a consensus that downplays the ethical concerns and emphasizes the spectacle of the World Cup.

Independent sports journalism has emerged as a vital counterbalance to mainstream media narratives. Websites like The Athletic and podcasts like The Ringer have provided platforms for more critical and nuanced discussions of sports. These outlets often tackle issues that mainstream media avoids, such as the exploitation of college athletes or the role of sports in perpetuating social inequalities.

For example, investigative pieces on platforms like Deadspin have exposed the darker sides of sports, from the unethical practices of sports agents to the mistreatment of athletes by governing bodies. These stories challenge the sanitized narratives often presented by mainstream media, offering readers a more complex and accurate picture of the sports world.

In recent years, athletes have increasingly used their platforms to challenge mainstream narratives. Social media has given athletes the ability to bypass traditional media gatekeepers, allowing them to speak directly to their fans and the public. When NBA players wore "I Can’t Breathe" shirts in response to the death of Eric Garner, they were not just making a political statement—they were reclaiming control of the narrative.

This direct engagement with fans challenges the narratives perpetuated by corporate media and sponsors, offering an alternative perspective that often resonates more deeply with the public. By speaking out on issues like racial injustice, mental health, and social inequality, athletes are using their platforms to advocate for change, challenging the status quo that mainstream media often seeks to uphold.

The concept of manufacturing consent is highly relevant in sports. Media conglomerates, corporate sponsors, and global sports academies all play a role in shaping the narratives that dominate our understanding of sports. Through selective reporting, strategic framing, and the promotion of specific athletes and events, these entities manufacture public consent for a system that often prioritizes profit over fairness and equity. However, the rise of independent journalism and athlete advocacy offers hope for challenging these narratives and creating a more balanced and equitable sports milieu.