The Modern Athlete Protection Team: Why World Cup Footballers Need Lawyers, Strategists and AI Specialists Alongside Security Teams

The question facing football is no longer whether online abuse exists, but how a strategic and integrated approach using legal advisers, strategic communications specialists and digital protection experts are used to protect athletes, giving them the best chance to perform to their potential on the world stage.

From Online Communities to Global Abuse

The challenge has evolved alongside social media itself.

From the bulletin board systems and online communities of the 1980s and 1990s to the emergence of Facebook, Twitter, Instagram, Snapchat and TikTok, globally accessible digital platforms have transformed fan engagement and how people communicate. Yet each new platform has also created new opportunities for harassment, abuse and misinformation.

The arrival of smartphones accelerated this shift. Social media moved from desktop screens into people's pockets, allowing instant reactions to sporting moments and enabling abuse to be delivered at an unprecedented scale. Everyone can now be a “journalist”. Alongside traditional news, millions of smart phone users share video footage and commentary within seconds that is massed published to the world at large.

Major football tournaments have repeatedly exposed the darker side of this evolution.

Perhaps no example is more widely remembered than the aftermath of England's Euro 2020 final defeat to Italy. Following missed penalties, Bukayo Saka, Marcus Rashford and Jadon Sancho were subjected to a torrent of racist abuse.

The incident sparked national outrage and renewed pressure on technology companies to take greater responsibility for harmful content.

Yet despite years of investment in moderation tools, the problem remains. Following England's defeat to Spain in the Euro 2024 final, Saka was again targeted with racist abuse online. Racist messages and emojis remained visible for hours despite being reported, prompting fresh questions about whether platforms are capable of responding effectively .

The issue extends beyond racism. Athletes increasingly face personal attacks relating to appearance, gender, identity and perceived character. Wales rugby international Jaz Joyce-Butchers spoke publicly about receiving significant abuse after posting a TikTok dance following a Six Nations defeat, highlighting how criticism of sporting performance can quickly evolve into targeted personal attacks.

The issue also extends beyond the athletes with members of their family being frequently targeted with horrendous levels of abuse including the threat of sexual assault and death threats.

As football enters another World Cup, many within the game fear such incidents are no longer exceptions but an inevitable consequence of elite-level visibility.

When Platform Rules and the Law Diverge

One of the most significant challenges for athletes is that content can remain online despite potentially carrying serious legal consequences.

"Many people assume that if content remains online, it must be lawful," says Rachael Somerset, Defamation Partner.

"That is not necessarily the case. Social media platforms face voluminous material and operate according to their own community guidelines, whereas the courts assess content against established legal principles. Posts that evade moderation systems can still expose individuals to defamation, privacy intrusion, harassment or communication based claims. Social media activity during the World Cup will not be the priority for any athlete competing on the biggest stage of their career. Athlete advisors should be alert and reactive, where possible behind the scenes, to preserve the athlete’s focus on their on pitch performance"

Recent legal developments have reinforced this distinction.

In Aluko v Barton, former England international Eniola Aluko successfully brought a defamation claim relating to social media posts which implied she had exploited allegations of racism and bullying for personal advantage. The judgment demonstrated that even informal social media posts, emojis and implied meanings can attract serious legal scrutiny when reputational harm is alleged.

The case highlighted an increasingly important reality for athletes: content that does not breach a platform's threshold for removal may still create significant legal exposure.

As scrutiny intensifies during other major tournaments, that gap between platform moderation and legal accountability is becoming increasingly relevant.

Reputation Has Become a Performance Issue

Alongside legal considerations, sporting organisations are beginning to recognise that online abuse is also a communications and reputation-management challenge.

According to Jonny Harris, Strategic Communications Partner, the scale and speed of modern digital conversations means organisations can no longer think solely in terms of content moderation.

"World Cups create unique reputational pressure points," he says. "A single incident can become a global story in minutes. For players, the challenge is not just dealing with online abuse or public criticism, but understanding how their conduct, on and off the pitch, can shape the wider narrative.

"Legitimate criticism of performance is part and parcel of being a footballer at the highest level, but abuse is different. Athletes are not responsible for the abuse they receive. But in pressurised moments, how a player responds to criticism, disappointment, provocation or underperformance can either calm the situation or add fuel to it.

"A missed chance, poor performance, frustrated interview or emotional social media post can quickly become part of a much bigger story. Increasingly, athletes and their teams need to prepare for those moments before a tournament begins."

For elite athletes, reputation has become a professional asset that requires active management.

A viral incident can affect sponsorship relationships, media narratives, public perception and mental wellbeing. The challenge often extends far beyond the initial abusive post, difficult performance or controversial moment.

As a result, reputation management and crisis communications are becoming core components of athlete support. The modern athlete protection model is not just about shielding players from external abuse. It is also about preparing them for moments when their conduct, judgement and response will be scrutinised by millions.

The Modern Athlete Protection Team

The modern elite footballer is increasingly supported by specialists beyond the traditional coaching setup.

The shift reflects a broader reality: protecting athletes now requires expertise that extends beyond the pitch. Online abuse, misinformation and reputational attacks can impact performance, sponsorship relationships, mental wellbeing and long-term career prospects. As a result, clubs, federations and athlete representatives are increasingly building multidisciplinary support networks capable of responding to both physical and digital threats.

The Emergence of Digital Athlete Protection

Sports organisations are increasingly exploring tools that can identify harmful behaviour patterns in real time to take action before they escalate.

"The conversation has shifted significantly over the last five years," says Ali Maclean, a partner with extensive experience advising major sporting events and organisations, who now works with a number of progressive AI technology companies operating at the intersection of sport and technology.

"Historically, athlete protection focused on physical security, media management and mental wellbeing. Sports organisations owe a duty of care to their athletes and they need to evolve to provide holistic support which allows the athlete to focus on their performance and not be affected by online abuse."

Maclean believes emerging technologies will play an increasingly important role in athlete welfare and digital risk management. Sports organisations are exploring how advanced AI systems can identify patterns of abuse, detect coordinated campaigns and provide earlier warning signs of reputational threats. The goal is not simply moderation, but a more proactive approach to athlete protection.

A New Ecosystem Around Elite Athletes

The reality is that online abuse will not disappear.

Major tournaments will continue to generate intense emotional reactions. Social media platforms will continue to balance free expression against safety obligations. Athletes will continue to operate under levels of scrutiny few professions experience.

What is changing is the support network surrounding them.

With global media focused on the next World Cup, the team around elite players is evolving. Alongside coaches, agents and security personnel, lawyers, strategic communications advisers and AI-powered reputation specialists are critical parts of the modern athlete protection ecosystem.

For players, clubs and sporting organisations, the challenge is no longer simply responding to abuse after it occurs. It is understanding legal risk, protecting reputation, monitoring online threats and safeguarding wellbeing in real time on a co-ordinated global basis.

This convergence of disciplines is creating demand for advisers who can bring together expertise across communications, legal risk, technology and athlete welfare. With experience spanning strategic communications, reputation management and access to specialist partners across the wider ecosystem, organisations such as Level are positioned to help athletes and sporting organisations navigate a digital landscape that is becoming more complex with every major tournament.

Readiness Checklist: Digital Protection

Athletes, clubs and governing bodies should consider the following:

Monitor conversations before a crisis occurs

Waiting until abuse trends become visible publicly often means the damage has already begun. Monitoring systems should identify emerging risks early.

Understand the legal options available

Content that remains online may still be defamatory, harassing or unlawful. Players should know when legal intervention may be appropriate.

Prepare a communications response plan

A major incident can become a global news story within minutes. Response protocols should be agreed before a tournament begins.

Protect commercial reputation

Sponsors and commercial partners increasingly assess reputational risk when working with athletes. Reputation protection is now a commercial consideration as well as a personal one.

Prioritise athlete welfare

The psychological impact of sustained online abuse should not be underestimated. Welfare support should be treated as a core component of athlete protection.

Explore emerging technologies

Advanced AI tools are beginning to help organisations identify abuse patterns, coordinated campaigns and emerging reputational threats before they escalate.

Think beyond physical security

For decades, athlete protection focused primarily on physical safety. Increasingly, the greatest risks can emerge online, making digital protection a critical part of modern sporting operations.

In an era where a single World Cup moment can trigger a global reaction within seconds, effective athlete protection is becoming as much a digital challenge as a physical one.