Examining sport marketing through a rainbow lens

E. Nicole Melton and Jeffrey D. MacCharles

Sport Management Review, 2021, vol. 24, issue 3, 421-438

Abstract: As sport has gradually become more accepting of LGBTQ individuals, sport organizations have attempted to connect with this lucrative market. The purpose of this paper is to provide an overview of the existing research that examines sport marketing issues related to LGBTQ individuals in sport. In doing so, the authors provide a multilevel model for understanding sport consumer perceptions of LGBTQ-inclusive marketing initiatives and highlight key contributions. The authors conclude by offering suggestions for future research. Based on the review of literature, authentic signals of inclusion can generate positive outcomes for fans and sport organizations. However, there is a need to create inclusive spectator sport spaces where LGBTQ fans feel safe and accepted.Women and girls remain highly underrepresented throughout the esports industry.Elite-level women esports employees encounter numerous barriers and obstacles.The presence of a glass monitor inhibits career access and advancement for women.The industry maintains a hostile culture for women and girls plagued by harassment.Participants experienced toxic masculinity and required extreme grit to sustain.The size and buying power of the LGBTQ market should be attractive to savvy sport managers.A growing number of sport organizations are signaling their inclusivity through marketing communications.Micro, meso-, and macro-level factors influence sport consumers perceptions of LGBTQ-inclusive signalsSpectator sporting events need to be safe and inclusive spaces for all fans regardless of sexual orientation, gender identity, or gender expression.LGBTQ athletes are gaining popularity and can be effective endorsers.

Date: 2021
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DOI: 10.1080/14413523.2021.1880742

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