International Journal of Sport Management

Sitting to Take a Stand: Does Activism Impact an Athlete’s Brand Image

Tarale Murry, Gregg Bennett, Natasha Brison, Kristi Oshiro

Abstract: Athlete activism has recently received considerable attention from various media and scholars. Despite the increased media coverage, international discourse, and activism scholarship, research gaps exist with regard to athlete brand image. Therefore, the purpose of this investigation was to assess the impact of athlete activism on athlete brand image. Specifically, fan reactions to Tampa Bay Buccaneer Mike Evans display of activism during the National Anthem in protest of the election of Donald Trump on Veterans Day, 2016. Data were obtained from fan comments on two online fan community message boards: TexAgs and the Pewter Report. Researchers identified three categories of comments: critical associations, supportive associations, and fan behavior. Eight themes existed within the categories. The findings provide somewhat mixed results, although most of the narrative was negative, regarding the impact of Evans’ protest on his brand image. Based upon the findings, researchers provide implications for athletes choosing activism behaviors.

Keywords: athlete activism, athlete brand image, consumer attitudes, consumer behavior

Citation: Murry, T., Bennett, G., Brison, N., & Oshiro, K. (2020). Sitting to take a stand: Does activism impact an athlete’s brand image. International Journal of Sport Management, 21(4), 295-324.

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