Community-level implicit biases against LGBTQ+ people predict WNBA attendance

George B. Cunningham

Sport Management Review, 2024, vol. 27, issue 5, 779-792

Abstract: Drawing from theories of intergroup bias (Dovidio et al. 2010), the purpose of this study was to examine the association between a community’s implicit bias against racially minoritized people and LGBTQ+ people, and attendance at Women’s National Basketball Association (WNBA) games. Ten years of data (2010–2019) were collected from publicly available sources (N = 120 team seasons). Dependent variables included average attendance and percent capacity. After accounting for factors previously shown to impact demand for WNBA games (arena capacity, city population, and winning percentage), a community’s implicit bias toward LGBTQ+ people was significantly and negatively associated with both demand outcomes. Collective implicit racial biases were not related to either attendance variable. The findings have practical implications for WNBA teams and the league, including sites for future teams. The study contributes to the growing literature showing that community biases can impact organizational outcomes.

Date: 2024
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DOI: 10.1080/14413523.2024.2372121

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