International Journal of Sports Marketing and Sponsorship: Volume 24 Issue 3

Guest editorial: Diversity, equity and inclusivity in sport marketing research

Antonio Williams, Natasha Brison, Ann Pegoraro

LGBTQ-inclusive fan codes of conduct in US athletic departments: a multilevel analysis

E. Nicole Melton, George B. Cunningham, Jeffrey D. MacCharles, Risa F. Isard

Sport organizations increasingly emphasize their support for lesbian, gay, bisexual, transgender and queer (LGBTQ) inclusion by promoting a perfect score on the Athlete Ally…

Inclusivity in sports: fan attitudes and behaviors towards nonbinary athletes

A. Banu Elmadag, Gallayanee Yaoyuneyong, Brigitte Burgess

This study aims to examine diversity and inclusivity in sports from a sexual orientation perspective. A literature review summarizes known findings on attitudes and perceptions of…

Promote the “wow”: (mis)representation, perception and reception of media promotion on wheelchair rugby

Tiao Hu, Michael Cottingham, Deborah Shapiro, Don Lee

This phenomenological study aims to explore how media promote and should promote wheelchair rugby.

Diversity matters: highlighting the differences in sport consumption motives of marginalized college students

Alison Fridley, Austin Anderson, Sarah Stokowski, Stacey A. Forsythe

The purpose of this study was to explore the differences in motivation for sport consumption within a diverse sample of college students with underrepresented identities.

A “toxic culture”: the experiences of underrepresented ticket sales employees across professional sport

Liz Sattler, Megan Shreffler, Nels Popp, David Pierce

The purpose of this exploratory study was to examine the workplace experiences of current and former underrepresented ticket sales employees.

Which sway? Athlete activism, teammate allyship and fan patriotism

Brent Smith, Stephanie A. Tryce, Carol Ferrara

To measure the relationships between varieties of patriotism and fan reactions to anthem-linked athlete activism and to test the effects of teammate allyship.

Sponsorship and social justice: brand positioning on diversity and inclusion in sport marketing during the 2020 UEFA European football championship

Remco Beek, Jo Van Hoecke, Inge Derom

Contextual changes in communications, social activism and perceptions of commercialization have changed the dynamics in sponsorship. This paper investigated the patterns in…

When celebrity endorsements collide with social activism: exploring athlete celebrity endorsements, social issues and brand perception

Stephanie Schartel Dunn, Gwen S. Nisbett

Celebrity endorsements are common, especially sports celebrities. Understanding the impact such celebrities' social activism statements have on the brands the celebrities are…

Case study: What’s the best (kept) secret about FIFA’s 2022 World Cup™? The case of Qatar’s Generation Amazing program

Deniz Ekren, Christos Anagnostopoulos