 "Game on: How Donald Trump and Kamala Harris are leveraging sports for political advantage")
Donald Trump’s appearance on Sunday at the Pittsburgh Steelers versus New York Jets NFL game illustrates the ongoing intersection of sports and politics in American campaigns. His arrival was met with supporters displaying “Trump Nation” banners and chanting “USA,” demonstrating how fan-driven environments can serve as venues for political expression. With the election just weeks away, Trump’s presence at this high-profile game in Pennsylvania—a crucial swing state—was a strategic move aimed at energising his base in a context where regional pride and political affiliation converge.
In parallel, Vice President Kamala Harris’s campaign is leveraging the cultural relevance of sports to engage younger male voters. The Harris campaign has launched advertisements on platforms like Yahoo Sports and DraftKings, featuring Harris and her running mate Tim Walz styled as a fantasy football lineup. Slogans such as “STACK HARRIS/WALZ” emphasise campaign promises that resonate with younger, less politically engaged men, a demographic that has historically been more challenging for Democrats to attract compared to female voters.
Both campaigns highlight the evolving landscape of political outreach, where traditional appearances at sporting events and innovative digital advertisements on sports betting platforms are integrated into broader strategies. Trump’s efforts to energise his core supporters through live sports appearances and Harris’s targeted outreach toward young male voters exemplify how candidates recognise the significance of sports and entertainment as platforms for political engagement leading up to the 2024 election.
Sporting Events: A platform for political visibility
US presidential candidates have long acknowledged the powerful platform provided by major sporting events. These venues attract millions of viewers and evoke a shared sense of national identity, presenting an opportunity for candidates to connect with the public in ways that surpass traditional campaign rallies or debates.
Impact Shorts
More ShortsHistorically, high-profile games like the Super Bowl and World Series have allowed candidates to portray themselves as relatable figures. For example, Trump attended the Alabama-LSU college football game in 2019, emphasising his connection to a conservative audience. Such appearances often reinforce candidates’ ties to national values, including patriotism, competition and unity—traits that resonate with sports audiences.
Messages to sports audiences
Candidates frequently tailor their messages based on the sport and its demographics. For instance, NASCAR, which has a predominantly conservative fan base, has seen Republican candidates like George W Bush and Trump engage with audiences through themes of patriotism and military support.
Conversely, Democrats have gravitated towards sports with younger, more diverse audiences, such as the NBA. Barack Obama’s frequent engagement with basketball during his presidency, including attending games and playing pick-up basketball, was indicative of his appeal to younger voters and his efforts to promote inclusivity.
Sports enable candidates to adapt their messaging to resonate with specific voter groups. For instance, attending an NBA game may highlight a candidate’s commitment to social justice, while participation in NASCAR events might emphasise traditional values and national pride.
Sports endorsements and their political impact
Athlete endorsements have historically been significant in US presidential campaigns. Like celebrities, sports figures can greatly influence public opinion, especially among undecided voters. An athlete’s endorsement can resonate with fans who regard them as role models.
In the 2020 election, for example, NBA star LeBron James publicly endorsed Joe Biden, enhancing Biden’s appeal among younger, progressive voters. In contrast, UFC fighters such as Jorge Masvidal supported Trump, reflecting the strong conservative base associated with certain sports. These endorsements are critical for campaigns, as they help reach demographics that might be harder to engage otherwise.
Sports as a battleground for social issues
The intersection of sports and politics has intensified in recent years, particularly as cultural controversies have emerged within major leagues. A notable example is the kneeling protests initiated by NFL quarterback Colin Kaepernick in 2016, which sparked a nationwide debate on police brutality.
Following Kaepernick’s protests, other athletes across various leagues joined the movement, making athletes’ roles in social justice a focal point in US presidential campaigns. Trump publicly criticised the protests, framing them as unpatriotic, which resonated with his base. Conversely, Democratic candidates, including Biden, viewed these protests as legitimate expressions of free speech, emphasising the athletes’ roles in addressing racial injustice. These contrasting responses show how sports can become a battleground for broader cultural and political debates.
Sports and presidential campaigns
The use of sports in presidential campaigns is not a recent phenomenon. US presidents have long recognised sports’ potential to connect with voters. Richard Nixon, a football enthusiast, attended games and even offered unsolicited advice to NFL coaches, demonstrating his engagement with the sport.
Obama, known for his love of basketball, frequently utilised the sport to connect with younger voters, playing pick-up games and inviting NBA players to the White House. His relationship with basketball became a hallmark of his presidency, reinforcing his image as a relatable leader.
Trump, prior to his political career, was involved in the sports community as the owner of the New Jersey Generals, a team in the now-defunct United States Football League. His ties to the sports world have persisted throughout his political career, with frequent attendance at major sporting events and endorsements from figures in the NFL, UFC and other sports.
Advertising and political campaigns during major events
Major sporting events, especially those with large audiences like the Super Bowl, offer candidates significant advertising opportunities. Political campaigns have historically placed ads during these events to maximise reach. In 2020, both the Trump and Biden campaigns invested heavily in Super Bowl advertisements, recognising the national audience attracted by the event.
These ads typically focus on themes of patriotism, unity and leadership, attempting to tap into the emotional connection viewers have with sports. The aspirational nature of sports—overcoming challenges and striving for victory—mirrors the narratives candidates aim to project about their campaigns.
Sports: A pathway to votes?
In the US, sports have become integral to presidential campaigns, providing candidates with unparalleled opportunities to connect with voters across the political spectrum. Through attending games, securing endorsements from athletes and running advertisements during significant events, sports serve as a powerful platform for political messaging. As the boundaries between politics and pop culture continue to blur, the role of sports in shaping the political landscape is likely to remain prominent in future election cycles.
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