Written by LEE JEFFRIES
As people from around the world gather in Paris for the 2024 Olympics, William Walker III, a student from the University of North Carolina, is immersing himself in a unique research project.
Currently majoring in business administration with minors in advertising and public relations along with entrepreneurship, Walker is on a pre-law track with aspirations of pursuing a career in entertainment law and sports agency. Through the prestigious Morehead-Cain Scholarship program, he is examining how marketing agencies and Olympic sponsors are amplifying athlete voices to address social justice issues.
“My research started a couple of months ago,” Walker explains. “I reached out to different sports agencies and connections who had worked with the International Olympic Committee. I interviewed them about their experiences and marketing strategies.”
Walker’s journey into this research began with a connection to Robbie Bach, a Morehead-Cain alumnus and former member of the U.S. Olympic Committee.
“We brainstormed ideas, and I asked him to put me in contact with other Olympic committee members and former athletes. I also reached out to a sports agent who represents many athletes,” Walker says.
His journey took him from initial interviews to the heart of the Olympic Games, exploring how corporations partner with the Olympics to promote athlete representation and authenticity.
Arriving in Paris five days ago, Walker has been attending various Olympic events and visiting official Olympic houses to observe marketing strategies firsthand.
“I’ve been able to go to table tennis, beach volleyball, swimming, and women’s gymnastics. Later this week, I’ll be attending men’s basketball and track and field,” he says.
One of the sporting highlights for Walker was watching the beach volleyball event set against the stunning backdrop of the Eiffel Tower.
“It was one of the most beautiful scenes I’ve ever witnessed,” he recalls. “Seeing the Eiffel Tower glowing over the stadium at night was truly remarkable.”
Walker’s research is not just about sports; it’s about understanding the broader implications of the Olympic Games. He mentions global conflicts like those in Israel, Palestine, Russia, and Ukraine, and sees the Olympics as a moment of respite and unity.
“In our world, there are so many moments of strife. The Olympics provide a platform for unity, where everyone can come together through a shared love of sport,” he says.
When he returns to Chapel Hill, Walker hopes to inspire college athletes to use their own platforms for social justice. He mentions how athletes like LeBron James have inspired him with how they use their platforms for greater causes, and wants to create an environment where college athletes can do the same through the Name, Image, and Likeness (NIL) opportunities now available to them.
As Walker continues his research in Paris, he remains committed to his goal of understanding and amplifying athlete voices in the fight for social justice, bringing those insights back to his community in North Carolina.
Featured photo via Lee Jeffries.
The Chapel Hill Media Group is partnering with the UNC Hussman School of Journalism and Media to publish stories reported by students in Paris, France for the 2024 Olympic Games. Lee Jeffries is one of 25 student journalists working under the direction of professor Charlie Tuggle, who are publishing their stories through a variety of North Carolina outlets.
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