Why Is My Team Wearing Rainbow Jerseys? Exploring Effects of DEI Messages on Sports Fans’ Responses

Abstract

The current research explores the impact of fans’ team identification on their emotional responses towards diversity, equity and inclusion (DEI) initiatives by sporting organisations. Using the theoretical lens of Construal Level Theory (CLT), two experimental studies were conducted in Australia ( n = 386) and the US ( n = 402) to understand how fans’ level of team identification and the framing of communication by sporting organisations influence their emotional responses. The findings suggest that fans with low levels of team identification are more likely to feel disgust towards abstract reasoning for DEI initiatives and are more likely to abandon their support for the team. In contrast, fans with high levels of team identification were less likely to feel disgust and less likely to abandon their support for the team. These results have important implications for both theory and practice. Theoretical implications of this research suggest that CLT can provide a useful framework for understanding the emotional responses of fans towards DEI initiatives. The findings also support previous research suggesting team identification is an important predictor of fan behaviour. Practical implications of this research suggest that sports marketers and organisations should carefully consider their communication strategies when promoting DEI initiatives.