Tuesday 2 May 2017 13:51, UK
A willingness to compromise means the commercial requirements of modern sporting organisations and the personal beliefs of sportsmen and women do not need to be at odds, argues Tusdiq Din.
With the diverse nature of global sport taken into account, and a willingness to learn and adapt to athlete's personal beliefs as well the commercial needs of clubs and countries, it seems possible for all sides to come out as winners.
There are several examples across a range of sports, including Premier League football and international rugby and cricket, where this has been the case.
When Sonny Bill Williams covered up the Bank of New Zealand (BNZ) advertising logo on his Auckland Blues shirt, he became the latest Muslim sportsman to refuse to endorse a product contrary to his faith.
Williams - an All Blacks' World Cup winner and professional boxer - objected to advertising the BNZ logo because his Islamic faith forbids banks and other financial institutions charging interest and fees on loans.
An agreement from all sides was eventually and amicably reached, but he is far from the only athlete to find himself in this type of situation.
South Africa's Muslim cricketers Hashim Amla, Imran Tahir, Farhaan Behardien and Wayne Parnell reached their own agreement not to advertise the team's shirt sponsor Castle Lager last year, in keeping with their belief not to advertise alcoholic drinks.
And a decade ago in Spain, after taping over Sevilla's shirt sponsor - an internet gaming company - during a match, striker Freddie Kanoute agreed a compromise with the company to continue wearing the sponsor but be absolved from any off-field promotional activities.
It is also something the Premier League had to contend with after Manchester City's Muslim player Yaya Toure refused the man of the match champagne in 2012 because he does not drink. The league has since changed the player award to a trophy instead.
South Africa's Parnell, who re-joined Kent Spitfires ahead of his country's summer tour of England, feels the prospect of a top level athlete worrying about a potential conflict of interest can be easily avoided if early communication is made.
He told Sky Sports News HQ: "As time moves on, people get influenced in different sports, play different sports at the highest level, and I think brands will become more aware of it.
"Also I think it's up to players to actually inform the teams prior to actually playing for them. I know with Kent that's been the case. I spoke to them prior to actually coming here, explaining the situation.
"They said it was fine. Even when I was with Sussex, I mentioned it to them and they said it was fine. Out in the Indian Premier League as well, for those teams they said it was fine as well.
"You know I think as long as you show respect to the organisation, they will reciprocate that respect and, if it's all things equal, they will more often than not agree to what you're asking."
