LGBTQ-inclusive fan codes of conduct in US athletic departments: a multilevel analysis

Abstract

Purpose

Sport organizations increasingly emphasize their support for lesbian, gay, bisexual, transgender and queer (LGBTQ) inclusion by promoting a perfect score on the Athlete Ally Equality Index, partnering with nonprofits to increase awareness of LGBTQ individuals in sport (e.g. Rainbow Laces campaign), or hosting a pride night for LGBTQ fans. Despite these and similar efforts, LGBTQ fans historically have felt unwelcome in sport settings, thereby signaling the need for inclusive fan codes of conduct. The purpose of this study was to examine both the prevalence and antecedents of such policies.

Design/methodology/approach

Using publicly available data sources, the authors focused on 350 Division 1 college athletic departments in the USA.

Findings

Results illustrate factors at both the macro (i.e. institution) and meso- (i.e. athletic department) levels interact to explain whether a school will possess a fan code of conduct. Specifically, research-intensive institutions with strong gender equity are more likely to possess a code of conduct than schools that are not research oriented and have weak gender equity. This project extends the understanding of LBGTQ inclusion in the sports industry.

Originality/value

The current study is the first to examine the prevalence and predictors of LGBTQ-inclusive fan codes of conduct. Understanding these dynamics can help athletic programs that want to create safe and inclusive sport spaces for LGBTQ fans and spectators.

Citation

Melton, E.N., Cunningham, G.B., MacCharles, J.D. and Isard, R.F. (2023), "LGBTQ-inclusive fan codes of conduct in US athletic departments: a multilevel analysis", International Journal of Sports Marketing and Sponsorship, Vol. 24 No. 3, pp. 432-448. https://doi.org/10.1108/IJSMS-03-2022-0072