Examining sport marketing through a rainbow lens

ABSTRACT

As sport has gradually become more accepting of LGBTQ individuals, sport organizations have attempted to connect with this lucrative market. The purpose of this paper is to provide an overview of the existing research that examines sport marketing issues related to LGBTQ individuals in sport. In doing so, the authors provide a multilevel model for understanding sport consumer perceptions of LGBTQ-inclusive marketing initiatives and highlight key contributions. The authors conclude by offering suggestions for future research. Based on the review of literature, authentic signals of inclusion can generate positive outcomes for fans and sport organizations. However, there is a need to create inclusive spectator sport spaces where LGBTQ fans feel safe and accepted.

HIGHLIGHTS

• The size and buying power of the LGBTQ market should be attractive to savvy sport managers.

• A growing number of sport organizations are signaling their inclusivity through marketing communications.

• Micro, meso-, and macro-level factors influence sport consumers perceptions of LGBTQ-inclusive signals

• Spectator sporting events need to be safe and inclusive spaces for all fans regardless of sexual orientation, gender identity, or gender expression.

• LGBTQ athletes are gaining popularity and can be effective endorsers.

KEYWORDS:

• Inclusive marketing
• signalling
• LGBTQ market
• diverse fan communities

Disclosure statement

No potential conflict of interest was reported by the authors.