Professional football players are arguably the most Jesus-praising group in all of sports, but their bosses and sponsors — the NFL and advertisers — fail big time in welcoming faith consumers, according to a group that scores the Christian values of major brands.
The “Faith Driven Consumer,” which represents 41 million Americans that spend $2 trillion annually, on Wednesday scored the NFL a very low 24 out of 100 points possible on their comprehensive Faith Equality Index report card.
And they scored no Super Bowl advertiser above 46 of 100, the scores for Acura and Honda. Dead last on the advertiser list was Axe, at 11 of 100.
The Vince Lombardi Trophy stands in front of the Super Bowl 50 logo. (Danny Moloshok/AP Photo)
The scores are an unexpected blow to the sport that has many stars who frequently talk about their faith and God, especially those playing in Sunday’s 50th Super Bowl.
Carolina Panthers quarterback Cam Newton, for example, prays before every game and thanked God for helping him recover from a recent auto accident. Bronco’s receiver Emmanuel Sanders said this week, “God is good now, and I’m playing for this great organization in the Broncos and having an opportunity to hopefully win my first Super Bowl.”
Faith Driven Consumer founder and brand strategist Chris Stone told Secrets that the low scores represent a lack of awareness by the league and its sponsors to reach out to Christian consumers and respect Christian views in the workplace, just like other groups such as African Americans, Muslims and transgendered people.
“While the NFL has clearly articulated a commitment to diversity, the league has a long way to go in its actual efforts to include Christians on parity with the other groups. Given that faith, family and football often go hand-in-hand in America, we encourage the NFL to take more intentional and specific steps to engage Faith Driven Consumers, more fully embrace our community, and raise its Faith Equality Index score,” he told Secrets.
Houston Texans and Dallas Cowboys players pray on the field after a preseason NFL football game Thursday, Aug. 29, 2013, in Arlington, Texas. (AP Photo/LM Otero)
“The National Football League is significantly comprised of Christian players, coaches, and executives, and as such, many in our community assume the organization is more welcoming of Faith Driven Consumers. But its score of 24 out of 100 says otherwise. Like many brands, this is not intentional, rather it stems from a lack of awareness and understanding of this color in the diversity rainbow,” said Stone. “We look forward to working with the NFL, and all professional sports organizations, to educate them and help them improve their standing with the faith community,” he added.
The Faith Equality Index looks at issues like whether companies reach out to Christians, as they do to other groups, if they protect religious liberty and expression in the office, if they promote moral images, and have policies banning discrimination against people of faith.
The NFL did worst in the category of “Corporate Competency in the Faith Driven Consumer Market Segment,” which includes actions that demonstrate “respect” for faith consumers. The NFL received just two of 20 available points.
Faith Driven Consumer, however, does not urge boycotts and isn’t telling faith consumers to ignore the game or products being sold. Instead, they want to educate both consumers and the NFL and advertisers about the standings and get them to reach to Christians and endorse a corporate diversity platform that also includes protection for Christians.
Paul Bedard, the Washington Examiner’s “Washington Secrets” columnist, can be contacted at [email protected].
