Leveraging sport events for the promotion of human rights in host communities: diffusion of anti-trafficking campaigns at Super Bowl LIV

ABSTRACT Human trafficking is a complex human rights issue, and it has been associated with hosting large-scale sport events since the 2004 Olympic Games in Athens. Along with potential increases in demand for low-wage labour, the influx of tourists may lead to increased demand for sexual services which may be met, in part, by trafficked persons. Event rights holders and local organising committees have recognised human trafficking as a risk to be managed, leading to the implementation of anti-trafficking initiatives in host communities. In this study we employed a social event leverage framework and the theory of diffusion of innovations to examine how large-scale sport events can be harnessed by local communities to promote awareness of human trafficking. Using a social constructionist perspective, we utilised an instrumental case study design to understand the processes involved in planning, designing, and implementing event-related anti-trafficking campaigns. In this instance, the case – the 2020 Super Bowl hosted in Miami, Florida – facilitated the examination of the processes involved in leveraging events for the purpose of increasing awareness of human trafficking. Data included semi-structured interviews with key stakeholders and archival materials. Results of a thematic analysis highlighted the importance of peer networks, local and international partnerships, and campaign strategy in the execution of event-related anti-trafficking campaigns. HIGHLIGHTS Utilises diffusion of innovations to examine the planning and management of event-related social marketing campaigns. Highlights the social value of events for promoting awareness of human trafficking. Emphasises the importance of collaboration, peer networks, and existing anti-trafficking and event infrastructure in event leveraging.