Abstract:

The paper focuses on the prevalence of racism in football, using data collected from individuals of various age groups from diverse European countries. Descriptive statistics were utilized by researchers to analyze the data, revealing a high rate of racist incidents in sports. The findings also suggest that socio-demographic factors influence individuals' tendencies toward racism. Racist behavior was commonly attributed by respondents to a lack of education, fear, and broader social unrest. The study demonstrates how strategic marketing can be utilized to combat racism and fascism in football. A more inclusive and positive environment can be cultivated through digital marketing's ability to shape perceptions, raise awareness, and influence behaviors. Strong policies and accountability measures are necessary to achieve meaningful change through marketing efforts. Hence, football can move towards a more inclusive and anti-racist environment with the incorporation of AI and robotics. Finally, this paper discusses a comprehensive approach to enhancing regulations to fight racism and abuse in football, providing practical suggestions for policymakers and stakeholders.