Trying to understand fans’ attitudes
Our research across two studies of sports fans in Australia and the United States shows their reactions to diversity, equity, and inclusion efforts can be complex, ranging from feeling disgusted to experiencing affection.
How these inclusion initiatives are marketed and communicated is critical when considering how fans will respond.
If leagues and teams are unclear and abstract, our research shows fans – particularly those who aren’t as “hardcore” or attached to the team – show significantly higher levels of disgust and are more likely to abandon supporting the team.
In contrast, our research found more passionate fans weren’t affected by abstract communication about their teams’ initiatives. These fans have a longstanding, established bond with their club, and their engagement is focused primarily on strategies, tactics, players and the overarching history of the team, rather than select marketing initiatives.
Conversely, findings from our other research show using concrete, clear language explaining exactly why the campaign or initiative is being undertaken, and why fans should be a part of it as well, can lead to enhanced perceptions of the team and support for diversity and inclusion – particularly for casual followers with lower levels of team identity.
Why clear communication is crucial
When communicating inclusion initiatives, sports organisations need to be clear, concrete and justified in their reasons why fans should also be involved.
This is vital for the organisation or team to understand exactly what it wants from the campaign, and help stand firm if there is backlash. Performing a u-turn after criticism only reduces credibility.
Crucially, in a society in which there is often division from different political viewpoints, sports organisations must also be wary of “woke washing”, where superficial displays of social activism (seen by some as “wokeness”) are employed for marketing purposes, without a genuine commitment.
Bookmaker Paddy Power received flak for making a £10,000 (A$19,071) donation to LGBTQI+ causes each time Russia – with its anti-LGBTQI+ policies – scored at the 2018 FIFA World Cup. Critics argued the promotion was planned to maximise betting profits rather than being values-driven.
Initiatives must have value-driven motives, where the principle of the campaign demonstrates a clear alignment with the values of the sporting organisation. Sincerity and transparency are critical in any type of cause-focused marketing campaigns.
Put simply, sports teams’ diversity and inclusion initiatives need to make sense to fans, the players, and the club.
Beyond the context of professional sports, we contend this point of advice is relevant to any organisation wishing to support inclusion initiatives.
This article is republished from The Conversation under a Creative Commons license. Read the original article.
