Breaking down ethics in sports: A guide for athletes and coaches

Ethics in sports encompass a wide range of challenges that test the integrity of athletes, coaches, and organizations alike.

These challenges include issues such as ensuring fair opportunities for transgender athletes, mental health and athlete well-being, the role of artificial intelligence in sports, "sportswashing" by governments and corporations, and the ethical stakes of sports betting.

Ethical dilemmas can arise at every level of competition, from youth leagues to professional sports, highlighting the need for clear guidelines and accountability. In adulthood, the violation of ethical guidelines can have legal implications, as demonstrated by cases such as the “Deflategate” controversy involving the New England Patriots in the NFL.¹

This blog explores some of the most pressing ethical issues in sports today, providing examples of ethics in sports that demonstrate both progress and ongoing struggles. We’ll examine how sports ethics influence decision-making, analyze specific dilemmas facing the industry, and discuss what role integrity plays in shaping the future of sports.

Ethics in sports refers to the application of ethical principles to behaviors, decisions, and actions within the sports world. These principles are centered on fairness, respect, and integrity. They shape the framework for how players, professional athletes, sports administrators, and fans engage with modern sports. Ethical practices are pivotal to maintaining not only the spirit of fair competition but also the credibility of sports organizations and sports teams.

The impact of ethics on athletic performance and reputation cannot be overstated. Adherence to ethical guidelines fosters an environment of trust and respect—while imparting valuable life lessons—thus ensuring a level playing field for all participants. For example, enforcing rules that prioritize player safety enhances not only the quality of the game but also the longevity of athletes’ careers. Similarly, fair compensation and transparency in recruitment processes reflect positively on the reputation of sports organizations, strengthening their standing among sports fans and stakeholders alike.

Many organizations today, including the International Association for the Philosophy of Sport, strive to develop codes of ethics in sports.²

Ethics serves as a guiding force in sports management, influencing decision-making and fostering values such as fairness, respect, and accountability. From youth leagues to professional competitions, ethical behavior helps ensure the integrity of the entire sports ecosystem.

The National Association of Intercollegiate Athletics emphasizes that key elements of sportsmanship include honesty, integrity, adherence to both the letter and the spirit of playing rules, respect for officials, and the promotion of character development, health, and educational values over merely seeking victory.³ These principles impact stakeholders at every level, including athletes, coaches, managers, referees, executives, and fans.

Examples of ethical behavior in sports include:

• Promoting fairness in officiating: Ensuring referees make impartial calls to maintain the integrity of the game.
• Player conduct: Encouraging athletes to respect opponents and avoid unsportsmanlike actions, such as taunting or unnecessary roughness.
• Preventing substance abuse: Regulating performance-enhancing drugs to protect the health of players and ensure fair competition.
• Addressing discrimination: Taking a firm stand against racism, sexism, and other forms of inequity within the sports world.

One example of ethical decision-making comes from Major League Baseball (MLB). In 2020, MLB implemented a zero-tolerance policy for domestic violence incidents involving players. This policy not only holds players accountable but also sets a standard for others in the sports ecosystem to follow.

In contrast, poor ethical decisions can harm the reputation of leagues, sports teams, and athletes. For instance, scandals involving illegal betting or match-fixing erode trust and tarnish the credibility of competitions. Upholding ethics ensures that young athletes and future generations have positive role models to emulate.

The Code of Ethics promoted by the North American Society for Sport Management is a set of guidelines that many managers throughout varying levels of athletics management follow.⁴ Some standards include: promoting the safety and health of all athletes, issuing public statements in an objective and truthful manner, respecting the privacy of athletes and clients, and treating colleagues with respect and courtesy.

Ethical behavior in sports is often guided by the standards set forth by sports organizations and governing bodies. These entities create and enforce ethical guidelines to maintain the integrity of the sports ecosystem and protect all stakeholders.

For example:

• The International Olympic Committee (IOC): Promotes inclusivity, fairness, and athlete well-being through its Olympic Charter.
• The National Collegiate Athletic Association (NCAA): Sets regulations to ensure fair competition in college athletics, including rules on athlete eligibility and recruitment practices.
• Fédération Internationale de Football Association (FIFA): Implements anti-corruption measures and promotes diversity within soccer worldwide.

These organizations also play a crucial role in addressing emerging ethical dilemmas. For instance, as sports gambling becomes more prevalent, governing bodies must balance the industry’s economic benefits with potential risks to the integrity of the game and the well-being of sports fans. By adopting transparent and fair policies, they safeguard the trust of participants and audiences alike.

The collaborative effort of sports administrators, players, and organizations ensures that ethical guidelines evolve to meet the needs of modern sport. This collective commitment reinforces the values that make sports a unifying and inspiring force globally.

As sports evolve, ethical challenges continue to emerge, requiring stakeholders to address complex questions. Below are some of the most pressing and recent ethical dilemmas shaping today’s sports landscape:

Ensuring the fair inclusion of transgender athletes in competitive sports has sparked significant ethical debate. Questions arise around fairness, inclusion, and the balance between ensuring equity for all athletes and maintaining competitive integrity. Recently, governing bodies such as the International Olympic Committee (IOC) and NCAA have implemented updated guidelines, but inconsistencies across sports and jurisdictions highlight the need for clearer frameworks.^5,6

In recent years, prominent athletes like Simone Biles and Naomi Osaka have brought attention to the mental health challenges faced by competitors at the highest levels^.7 The decision to prioritize mental health over performance has raised ethical questions about how much pressure organizations place on athletes and how those pressures align with their duty to support athlete well-being.

AI technology is increasingly being used to analyze player performance, predict outcomes, and even manage training regimens.⁸ However, ethical concerns arise regarding data privacy, the potential for misuse of performance analytics, and whether such advancements create an uneven playing field, particularly for teams with fewer resources.

“Sportswashing,” or the use of sports sponsorships and events to distract from unethical practices, has become a growing concern. High-profile events like the FIFA World Cup in Qatar and Saudi Arabia’s involvement in global sports have drawn criticism for human rights issues.⁹ The ethical duty of leagues, teams, and sponsors to scrutinize their partnerships is under increasing scrutiny.

As sports betting becomes more widespread, ethical concerns take center stage. Questions arise about its impact on the integrity of games, the vulnerability of players to external pressures, and the broader societal effects of gambling addiction. Balancing the financial opportunities of legalized betting with the responsibility to protect the sports community requires careful oversight and proactive measures from all stakeholders.¹⁰

Navigating ethical dilemmas requires a proactive approach. Here are key strategies for coaches and athletes:

• Establish clear values: Define and communicate a personal or team code of ethics. This can serve as a guiding framework when faced with difficult decisions.
• Seek guidance: Consult with mentors, sports psychologists, or ethics committees when navigating complex issues.
• Foster transparency: Be open about decision-making processes and acknowledge challenges publicly when appropriate.
• Stay educated: Keep informed about evolving ethical standards, regulations, best practices, and coaching styles in your sport.

Unethical behavior in sports can have far-reaching consequences, such as:

• Reputational damage: Athletes, coaches, and teams risk losing public trust and sponsorships.
• Legal repercussions: Violating rules or regulations can lead to fines, bans, or lawsuits.
• Mental and emotional toll: Unethical actions can lead to guilt, stress, and strained relationships.
• Impact on the sporting arena: Scandals diminish the integrity of competitions, eroding trust among fans and participants.

The sports industry faces ever-evolving ethical challenges, from addressing fairness in competition to ensuring the welfare of athletes. Recent issues and dilemmas highlight the growing need for informed leadership to uphold the principles of sports ethics, fair play, and integrity within college sports, professional sports, and beyond.

Becoming a leader in the field requires the right expertise.

With the University of Kansas online master’s in sport management degree,* you’ll gain the skills to navigate complex ethical issues and influence positive change in sports administration. Delivered 100% online, this program is designed for working professionals who want to advance their careers while making a meaningful impact on the future of sports.

Explore the KU's sport management master's program to learn more about the curriculum, including courses on sports law and ethics. See how the program prepares sport managers to address challenges in college athletics and professional sports with confidence.

You can also schedule a call with an admissions outreach advisor today and begin your journey toward becoming an expert in sports ethics and administration.

*This program is a Master of Science in Education (M.S.E.) degree in health, sport management, and exercise science with an emphasis in sport management.