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Nielsen Unveils Findings from New ‘Promoting Racial Equality in Sports’ Study



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Nielsen sports infographic

*New York – Nielsen (NYSE: NLSN) recently released findings from its first ever “Promoting Racial Equality in Sports” study capturing U.S. sports fans’ attitudes on racism.

Conducted in July 2020 following nationwide protests against systemic racial injustice and incidents of police brutality, the study sheds new light on support among sports fans for the Black Lives Matter movement and their beliefs on the roles of different players in the sports ecosystem in driving positive social change.

Through these new insights, Nielsen Sports enables sports properties and teams as well as brands that are activating through sponsorship, TV broadcasts and social media to make more data-driven decisions and effectively connect with audiences.

According to the Nielsen Sports study, sports fans outpace the general population in terms of support for racial equality and related movements. Drilling into the numbers, nearly 7 in 10 sports fans indicated support for the Black Lives Matter movement. Additionally, nearly 1 in 3 sports fans have personally contributed either time or money to Black Lives Matter.

The study also surfaced new insights relating to fans’ expectations of athletes, rights holders and brands in promoting racial equality. Top-level findings include the following:

  • 72% of sports fans believe athletes are an important influence on Black Lives Matter
  • 59% expect athletes to help advance the Black Lives Matter cause
  • 70% indicate teams and leagues should support athlete protests and initiatives on race
  • 70% believe teams and leagues should develop marketing campaigns supporting diversity
  • 64% expressed increased interest in brands engaged in the fight against racial inequality
  • 77% believe brands are more powerful when they partner with sports organizations to drive social change

The study also explored attitudes and behaviors of fans by league, comparing loyalists of the MLB, MLS, NBA, NFL, NHL and NASCAR across various dimensions. Among the key findings:

  • NBA, MLS and NFL fans exhibit the highest level of support for Black Lives Matter among the six leagues tracked
  • Among those who support Black Lives Matter, MLS, NHL and MLB fans were most likely to have contributed time and/or money to the cause

“While the problems of racial inequality and systemic injustice are difficult and sensitive, it is critical to tackle them,” said Lyndon Campbell, Senior Vice President, Head of Sports Leagues and Rights Holders at Nielsen Sports. “Brands and rights holders that authentically align with these critical issues as they engage sports fans can drive positive social change while also achieving business objectives. This is the definition of a win-win situation.”

Nielsen fans

Nielsen Sports is the premier provider of analytics and insights within the sports industry offering the most reliable source of independent and holistic market data in the sector and the most complete view of consumer trends and habits worldwide.










Brienna LaCoste
Flowers Communications Group
[email protected]

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American Airlines Addresses Backlash Over ‘Black Lives Matter’ Uniform Pin



American Airlines-BLM-Pin

American Airlines-BLM-Pin

*In this era of COVID-19 that has drastically and negatively impacted the airline industry for the past six months, American Airlines (AA) is facing another problem.  The storied airlines carrier is drawing backlash for allowing its employees to wear pins supporting the Black Lives Matter (BLM) movement.

“Clearly we live in a time where it is so important to have a dialogue about this important issue of racism in our society and try to find common ground,” an American Airlines executive said in a recent  company-wide statement.  “American is truly committed to having an inclusive culture that is welcoming to all and a reflection of our country and world.”

The uniform pin was designed by AA’s Black Professional Network as a symbol of support.  Black team members asked if they could wear a Black Lives Matter pin after learning that other airlines are allowing their employees to do so.  American Airlines decided to allow them to do it.

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However, everyone is not supportive of BLM.  Many American Airlines workers are connected in numerous ways with police officers, as well as customers, who oppose BLM, which is viewed as “anti-cop,” “racist” and “Marxist.”

Some AA employees vowed to wear pins supporting police officers.  There are also customers who are saying they will not fly with American Airlines in the future.

Nevertheless, American Airlines is sticking by its decision.

“We believe Black Lives Matter is an expression of equality, not a political statement,” American Airlines said in a statement.  “It doesn’t mean other lives don’t matter, rather that in our society Black lives should matter and be valued the same as others.  This decision underscores our belief that all people, regardless of race, gender or ethnicity, deserve to be treated with equality and respect.”


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Oregon Deputy on Leave After Advising Militia Members How To Get Away With Murder (Watch)





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‘Racist’ White Bar Owner Charged in Fatal Shooting of Black Protester in Omaha




*Jake Gardner, the white bar owner who fatally shot a 22-year-old Black man during a Black Lives Matter protest in Omaha on May 30, has been charged with multiple felonies, including manslaughter. 

The grand jury rejected Gardner’s claims that he acted in self-defense in the death of James Scurlock. He also faces charges of attempted first-degree assault, making terroristic threats and weapon use. 

Douglas County Attorney Don Kleine refused to bring any charges against Gardner, stating he acted in self-defense. The case was then presented to a grand jury led by special prosecutor Fredrick D. Franklin, per Complex

“There was evidence that was gathered and presented to the grand jury about activity that Jake Gardner was engaged in prior to even coming in contact with James Scurlock,” Franklin said. “Evidence to reasonably be construed as an intent to use a firearm for purposes of killing someone. You will want to know what it is, and I can’t tell you about it. But what I can tell you is that that evidence comes primarily from Jake Gardner himself.”

READ MORE: Witnesses Claim Rushed Investigation Overlooked Signs of Black Protester’s Killer’s Racist Past

An earlier report on noted an Yahoo News exclusive story outlining how witnesses to the fatal shooting claim that a rushed investigation overlooked signs of Gardner’s racist past.

The quick decision to initially not file charges was viewed by many in the community as an example of the ingrained racism within the criminal justice system that has been the subject of nationwide protests.

In addition to several witnesses who said they made repeated attempts to provide police with crucial information in the immediate aftermath of the shooting, Yahoo News spoke to more than half a dozen people, including former employees and patrons of Gardner’s bar, the Hive, who gave firsthand accounts of racist comments and discriminatory policies they say Gardner used. Two family members also offered unique insight into the unabashedly racist culture in which, they say, Gardner was raised.

Omaha police said Gardner has yet to be arrested.

“We are happy, but we recognize that these are still crumbs thrown at us from a white supremacist system,” said Bear Alexander, a member of the Omaha-based ProBLAC organization, told BuzzFeed News. “The fact that it had to go to the grand jury is shameful. We are now changing our signs and chants from ‘arrest Jake Gardner’ to ‘convict Jake Gardner,’ and it is still ‘no justice, no peace.'”

If convicted, Gardner could face up to 95 years in prison, per

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