Study: Fandom Reduces Backlash to Athlete Protests

Youngho Park, a University of Miami researcher, found that American reactions to athlete activism are heavily influenced by political identity, but strong sport fandom can lessen partisan bias. Park and co-author Dae Hee Kwak surveyed 1,555 U.S. adults, presenting them with athlete profiles that varied by race, protest method, cause and organizational response. This approach mimicked real-world exposure to activism and reduced social desirability bias.

The study, published in European Sport Management Quarterly, revealed political identity as a primary driver of reactions. Support for mental health awareness increased selection probability by 10.3 percent, and anti-racism advocacy by 6 percent. Conversely, opposition to vaccine mandates decreased support by 17 percent, and stances on gun ownership by 13 percent.

On-field protests, like kneeling, drew backlash, while off-field actions, such as founding charities, increased approval across various causes. Supportive statements from leagues and teams also boosted approval.

A key finding highlighted the role of sport fandom. Highly identified fans showed less opposition to politically incongruent activism than non-fans. For instance, Republican fans aligned more closely with Democratic fans than with non-fan Republicans, who exhibited the sharpest partisan bias, including a 49 percent drop in support for athletes advocating LGBTQ+ rights. Fan counterparts, however, backed anti-racism advocacy at baseline levels.

Park attributes this to identity theory: avid fans view the activist athlete as part of their in-group, making it harder to dismiss a politically incongruent message. This internal tension can weaken partisan reflexes. Non-fans, lacking this attachment, process activism solely through a political lens.

The study noted limitations. Sexuality-related issues received low support, with even Democratic fans showing less backing than non-fans. Park suggests this may stem from athletes having less established credibility within sport culture on these specific issues compared to mental health or racial justice.

For organizations, the findings suggest proactive engagement rather than symbolic gestures. Causes with bipartisan appeal can be supported through organized initiatives. Fandom offers a unique channel to reach audiences conventional political messaging might miss, potentially bridging divides.