As the 2024 US presidential race approaches, Vice President Kamala Harris is the latest politician to use sports to raise her political reputation.
This Monday, the Harris campaign announced the beginning of “Athletes for Harris,” an initiative that will encourage players and coaches to vote in the closing weeks of the campaign.
“Athletes are among the most trusted voices for key voting blocs, especially young men, making them uniquely qualified campaigners for Vice President Harris and Governor (Tim) Walz’s campaign,” read the statement obtained by USA Today. “Sporting events and games are also key moments that draw in large and politically diverse audiences, audiences that are increasing their reach with Gen Z and younger men.”
The initiative has already secured several legendary figures as co-chairs, including Hall of Famer Magic Johnson; tennis icon Billie Jean King; Golden State Warriors coach Steve Kerr; two-time World Cup champion Ali Krieger; WNBA champion and Olympic gold medalist Candace Parker; Paralympic swimmer Ali Truwit; and NBA all-star Chris Paul, among others.
“I have known Vice President Harris for over 25 years, and you can count on her to deliver on what she says she is going to do,” Johnson said in a statement. “She’ll be a President for all people, no matter the race, language, sexual orientation, or party line. She showed all of us — and showed the world — that she was ready to be President, how smart she is, and her plan for the country in that debate. We are not going backwards; we are moving forward.”
“For all of the athletes out there, don’t be afraid to use your platforms — we need all of you to get involved. Share this with your friends that Vice President Harris has an agenda that will move the country forward. The Magic Man is on board.” Johnson added.
The initiative will also use paid advertisements and a “media blitz” that targets sports fans—particularly young men and Gen Z—at upcoming games. This underscores the Harris campaign’s awareness about the importance of sports as a means of engaging with voters, especially younger ones disillusioned by their options.
Beyond the initiative, the Democratic nominee recently appeared on a podcast hosted by NBA champions Stephen Jackson and Matt Barnes to discuss a wide range of topics, including civil rights and economic policy. The 50-min conversation was yet another example of Harris’ emphasis on non-traditional platforms, in this case a popular sports podcast, to reach a wider audience. It is a tactic that Trump has utilized in his previous two presidential campaigns and continues to do so through sports leagues such as the Ultimate Fighting Championship (UFC).
Last year, Trump appeared on the UFC Unfiltered podcast, where he spent nearly an hour discussing his favorite combat sports athletes, his history in boxing promotion, and the world of combat sports. Notably absent was any mention of his political agenda. Instead, the appearance helped him connect with young, disenfranchised, and apolitical men who related to Trump as a genuine fight fan, just like them.
Harris is aiming for a similar effect. By engaging with sports, she hopes to reach a broader audience, with the backing of popular athletes enhancing her appeal to potential voters. This strategy was evident when Steph Curry endorsed her at the 2024 Democratic National Convention (DNC).
It’s worth noting that Harris has been leveraging the power of sports long before she received the Democratic nominee. In early July, Harris, a self-proclaimed Golden State Warriors enthusiast, paid a visit to the Team USA basketball team in preparation for the 2024 Paris Olympics. During the meeting, she spoke with LeBron James and posed for a group shot with the team.
“Truly, you all represent the best of the best,” Harris told the team. “And being Team USA, it is about representing our nation. You are, as you are every day on and off the court, ambassadors for who we are as a country. You represent leaders in every walk of life.”
Harris’ continued reliance on sports as an extension of her campaign emphasizes something that Sports Politika readers already know: it isn’t only autocrats and authoritarian regimes who stand to gain from incorporating sports into their agenda.
While dictators have historically exploited sports to launder their reputations, normalize human rights abuses, and wield soft power, democratic leaders have also leveraged sports for their own benefits, such as brand management, diplomacy, and public relations.
However, there is a notable difference between, for example, Harris drawing on athlete endorsements and Trump’s alliance with the UFC. The UFC has evolved into a key player in Trump’s campaign, actively promoting his divisive and polarizing politics to expand its influence not only in sports but also in the broader U.S. socio-political sphere. This evolution from sports league to counter-culture brand also helped embolden the far right to weaponize fight sports to radicalize disenfranchised youth and even influenced professional fighters who would go on to participate in the Jan. 6 Capitol insurrection.
And yet Harris’ use of sports isn’t without its complications. Athletic endorsements and PR photo ops divert attention from pressing issues facing her campaign, such as the ethnic cleansing of Palestinians in Gaza and the wider impact of Israel’s attacks on Lebanon and Iran’s missile strikes on Israel. The vice president has continued to defended Israel’s actions, including its assassination of longtime Hezbollah leader Hassan Nasrallah, as well as the United States’ continued decision to send armaments to Israel.
It is possible that Harris’ foreign policy shortcomings could be drowned out by the wave of athlete support for the presidential candidate. Earlier this week, 15 NFL Hall of Famers published a letter endorsing Harris for president, citing her “vision for Democracy, Freedom, American world leadership, and equal opportunities for all Americans.”
Without a concrete plan to distinguish her ideas from those of the present government, Harris’ use of sports is little more than a gimmick to garner political points and shift attention away from the more important global concerns confronting her campaign.
