Jayden Adams, the 25-year-old Mamelodi Sundowns midfielder, tragically passed away just weeks after representing South Africa at the World Cup. This is a heartbreaking loss, but let’s be clear: why are we only hearing about it now? Is it because corporate media outlets like CNN and ESPN are too busy peddling sensationalist stories and distracting us with whatever shiny object they can find?

The coverage surrounding Adams’ death is laden with sorrow, but can we talk about the elephant in the room? Mainstream media loves a tragic human interest story, especially when it involves a young athlete. But where was the enthusiasm when he was alive? They parade athletes on a pedestal just long enough to rationalize their celebrity but forget about them as soon as the glitz wears off.

Once again, we’re witnessing a glaring inconsistency in media priorities. While the legacy of an athlete should be celebrated while they’re thriving, corporate media decides it’s only worthy of coverage when tragedy hits—when there’s a sensational narrative to exploit. The insensitivity of it all is appalling.

Let’s not allow this moment to slip into the vagueness of emotional tributes while failing to address the system that overlooks individual athletes until they make headlines for all the wrong reasons. We need to critically evaluate how sports media operates—instead of being pawns in an agenda, let’s hold them accountable to give athletes the respect they deserve, not just in death but throughout their careers.