La Liga is the first division of the Spanish league, one of the world’s most important, televised, and profitable championships. A recent report showed that the league creates 185,000 jobs and a business that accounts for 1.37% of Spanish GDP, having earned 857.5 million Euros, and being sponsored by 800 companies.
Concomitantly with the financial strengthening of La Liga, the profitability of the clubs increased, in connection with the historical rivalries fostered by the paying public and licensed products, the worldwide sponsorships and the funds paid for the broadcast rights.
La Liga, which once was home to several soccer star players, currently counts on the skills of Vini Jr, although it is also the league of racist attacks that repeatedly targets the boy from Rio. We have long heard of racist acts by fans against Vini Jr, with the aim of degrading him. Fans chant monkey screams, imitate the animal’s roars, and place black dolls hanging in the vicinity of the stadiums.
A burden of heavy humiliation for a boy who does not have the support of those who should defend him, but who has been standing up to racism.
The financial greatness of La Liga is inversely proportional to the fearful stance with which it has tackled the problem. The insubstantial rejection through formal statements of disapproval and hashtag increases does not relieve the pain of the offended and does not punish the offenders.
As a large corporation, La Liga’s conduct in such incidents is a case to be studied by companies that take seriously the effective incorporation of the ESG Agenda. The fragile confrontation, epitomized by the inexcusable “pretend you care”, opens up a deceptive propaganda of anti-racism, similar to the practice of greenwashing. La Liga did not realize that the world does not admit such a weak confrontation.
Amid a scenario of concern with social issues and search for more attractive business practices, the ESG Agenda has gained prominence as an approach in which the image and financial success of companies must go hand in hand with their social impact, but for this agenda to be effective, it should be recognized that equality and inclusion are pivotal components to be regarded.
The social cornerstone of this Agenda focuses on issues such as diversity, inclusion, and human rights, where anti-racism finds a way to be effective and comprehensive.
Although we have moved forward, there are still barriers that prevent people of different races from having the same opportunities and being treated fairly. This is where the ESG Agenda plays a key role, promoting changes in the business environment.
The fight against racism in companies is likewise a moral imperative and a competitive edge, in addition to serving as an instrument of social change and awareness-raising, by furthering diversity and equality, capital to build a more fair and balanced business environment with the values of a plural society, which La Liga has been failing to understand.
Thus, there is no doubt that it is possible to establish connections between the ESG Agenda and the fight against racism, especially for the Agenda’s principles of social inclusion, diversity, and equity, according to the ESG criteria that are linked to the 17 Sustainable Development Goals (SDGs), established by the Global Compact.
Unlike what La Liga has been failing to do, at times such as these individual protection practices must be improved, inclusion policies and strategies must be implemented, all to build a more equitable future.
By not realizing the need for a bold confrontation, by allowing its leniency to cause a diplomatic incident, by becoming an example of toxic tolerance, La Liga puts at risk its image, financial strength, credibility, and attractiveness as a product, which is confirmed by the statements through which sponsors are criticized, as well as campaigns by the league’s own sponsors, expressing solidarity with the player.
The term ESG was created in 2004 in the publication of the Global Compact and the World Bank, referred to as Who Cares Wins. This is the message to those who still wonder if the ESG Agenda is really important or not: Who cares wins, who does not care loses!
Available at: https://valor.globo.com/brasil/esg/artigo/o-caso-vinicius-junior-a-complacencia-de-la-liga-e-a-agenda-esg.ghtml
Autor: Maurício Aude • email: mauricio.aude@ernetoborges.com.br • Tel.: + 5565 99981 0853
