International Journal of Sport Management

Stand Up and Ball: Fan Perceptions
 and Reactions to Activism by NBA Teams

Jesus Tamayo, Farzaneh Kosari, Natasha T. Brison

Amid a global pandemic and a halted NBA season, worldwide focus shifted to the broadly shared death of George Floyd. It was not long until the National Basketball Association (NBA) and its affiliates publicly supported the Black Lives Matter movement on social media. Utilizing thematic analysis, this study, within the corporate social responsibility (CSR) framework, assessed how NBA team activism influenced fan support and purchase intention. Applying Balance Theory, perceptions of NBA fans were analyzed through interactions with NBA team accounts from May 26 to June 26, 2020. Results showed that a positive balance enhanced fan perceptions, support for the league and teams, and purchase intent. However, CSR conflicts related to a negative balance emerged, including themes like race-related comments. These findings underscore the significance and complexities of CSR initiatives in sports organizations, emphasizing the alignment of these efforts with fan values to shape responses effectively.

Keywords: activism, purchase intention, fan support, black lives matter, corporate social responsibility

Citation: Tamayo, J., Kosari, F., & Brison, N. T. (2025). Stand up and ball: Fan perceptions
 and reactions to activism by NBA teams. International Journal of Sport Management, 26(1), 107-132.

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