Post. Pray. Play?

Competitive sport provides naturally gifted and hardworking athletes a platform from which to promote their fame and reputations in return for personal, social, and commercial outcomes, which are usually aligned with their sport's values and goals. But where does a sport stand when one athlete's social media post is a sponsor's version of discrimination, and how should the sporting organisation respond?

Headlines involving players and negative behaviour, including: discrimination; domestic violence; recreational drugs charges; doping; and sexual assault, are having a detrimental effect upon commercial operations and opportunities in sports, as well as breaching a sport's core values, according to some administrators. Recent matters also ask if such conduct can result in the long-term suspension, or standing down, of a player, or even in the termination of a player's contract.