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

Abstract

Purpose

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.

Design/methodology/approach

Data were collected from 2,833 students at universities in a mid-major Division I FBS athletic conference through a survey. Two MANOVAs were conducted to examine group differences. While the first MANOVA compared a dominant group (White and non-LGBTQ+) to an underrepresented group (non-white race and/or LGBTQ+), the second MANOVA explored differences in five specific marginalized groups (Asian, Black or African American, Hispanic or Latino, LGBTQ+, intersectional marginalized identities).

Findings

The results indicated that the dominant group scored significantly higher than the combined underrepresented group in four of the eight sport consumption motives examined. However, the comparison of individual underrepresented groups showed significant differences for all eight consumption motives between at least two underrepresented groups.

Originality/value

This study is the first attempt to compare group differences in motivation for sport consumption between specific racially marginalized groups, LGBTQ + community members, and intersectional racial and LGBTQ + identities within college athletics.

Citation

Fridley, A., Anderson, A., Stokowski, S. and Forsythe, S.A. (2023), "Diversity matters: highlighting the differences in sport consumption motives of marginalized college students", International Journal of Sports Marketing and Sponsorship, Vol. 24 No. 3, pp. 485-499. https://doi.org/10.1108/IJSMS-01-2022-0025