Winning with pride: Exploring consumer responses to DEI marketing communication in sports

DEI (diversity, equity, and inclusion) marketing is common in sports organisations worldwide. Yet, limited research has empirically investigated how DEI marketing initiatives (e.g., Prideweek Jerseys) impact consumer behaviour and the associated implications. The current research explores how sports consumers respond to different message frames communicating a sporting organisation’s DEI marketing initiatives. Construal Level Theory (CLT) forms the theoretical basis of an experimental DEI message framing study conducted in Australia (n=386). PLS modelling results demonstrate a significant interaction between the message frame used and fans with different levels of team identification. A significant effect on fans’ team abandonment, via a negative emotional response, was also found with different message frames. Theoretically, this study responds to calls for empirical examination of DEI in sports, and marketing more broadly. Practically, this study demonstrates the nuance marketers need to develop genuine DEI initiatives regarding how messages are designed and impact different consumer segments.