Inclusivity in sports: fan attitudes and behaviors towards nonbinary athletes

Abstract

Purpose

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 and towards nonbinary individuals in sports. Adopting Herek’s (2007) Sexual Stigma perspective, an experiment is conducted exploring the differences in fan attitudes and behavioral intentions towards nonbinary athletes in both women’s and men’s sports.

Design/methodology/approach

A systematic review of extant literature identified 24 peer-reviewed primary studies examining nonbinary individuals in sports. A 2 (Sport: Women’s vs. Men’s Basketball) × 2 (Nonbinary Indicator: Indicator vs. No-Indicator) experimental study was then designed to further explore fan attitudes towards nonbinary athletes.

Findings

The study revealed that, among sports fans, there was no perceived performance difference in women’s or men’s basketball linked to athletes’ nonbinary status (as measured by athletic ability, future performance, sportsmanship, talent and quickness). However, measures of fan support (sport engagement, intention to buy team merchandise and team fanship) were lower when the athlete was perceived as nonbinary. For women’s basketball, team fanship and intention to buy team merchandise were significantly lower, while the difference was not significant in men’s basketball.

Originality/value

Along with an inclusive review of prior literature, this is the first empirical study to examine the differences in fans’ attitudes towards nonbinary athletes in both women’s and men’s sports at the same time via an experimental design.

Citation

Elmadag, A.B., Yaoyuneyong, G. and Burgess, B. (2023), "Inclusivity in sports: fan attitudes and behaviors towards nonbinary athletes", International Journal of Sports Marketing and Sponsorship, Vol. 24 No. 3, pp. 449-469. https://doi.org/10.1108/IJSMS-01-2022-0026