Sport brings people together like almost nothing else. Fans of every background share the same stands, cheer for the same team and follow the same rules. So it is no surprise that sport has become one of the most powerful tools for getting people to take part in democracy.
Leagues that put civic life on the scoreboard
In the United States, the NFL launched its non-partisan NFL Votes initiative in 2020 to promote voter education, registration and activation. The NBA’s Get in the Game: Vote campaign works with non-partisan civic organisations to share registration information from every team, and several arenas and stadiums have served as polling places, ballot drop-off sites or registration hubs.
The WNBA has partnered with Rock the Vote, a non-partisan non-profit, on an election hub with state-by-state ballot information. And in 2026 the NBA was among the sponsors of National Voter Registration Day, which grew to more than 2,000 community partners ahead of the midterms.
College athletes leading by example
Some of the most inspiring work happens at the grassroots. At Vanderbilt University, two women’s soccer players set out to get their entire team registered – building separate guides for the rules in each teammate’s home state, from Georgia to Texas. At James Madison University, basketball player Nikki Oppenheimer worked as a link between athletes and an on-campus voter registration group.
These athletes discovered what many first-time voters face: registration rules, deadlines and forms differ from state to state, and the process can be confusing. By helping their teammates through it, they turned a team into a voting bloc of informed citizens.
Why sport works
- Trust: fans listen to the athletes and clubs they follow.
- Reach: stadiums and social media reach millions of young people.
- Values: fair play, teamwork and respect for the rules are democratic values too.
At 360 Democracy Now we believe the same lessons apply everywhere – from the NBA to a street basketball court in Copenhagen. When we play together, we can also decide together.
