Athletes and activism, and the NBA: through the lens of added value theory

Abstract

This research study took an in-depth look at how the National Basketball Association (NBA) and its athletes influenced voter turnout for the 2020 presidential election. The NBA worked with athletes and communities to create a space for Black voters to cast their ballot in a safe and efficient manner in the 2020 presidential election. Value Added Theory (VAT) assisted in understanding how events in 2020 surrounding the Black Lives Matter (BLM) movement, influenced the NBA as an organisation and NBA athletes to mobilise and use their influence and platform to increase voter turnout in urban areas across the U.S. This study applied a mixed methods methodology in which researchers interviewed a representative from three voting rights organisations who were dedicated to mobilising Black voters during the 2020 presidential election. A content analysis methodology was also used to gather voter turnout data for U.S. counties with NBA teams to compare voter turnout from 2016 to 2020. This methodology helped to produce context for how athlete activism influenced the 2020 election. Results show that NBA athletes and the NBA as a league, had a notable impact on voter turnout in the 2020 election through the use of social media, donations, access, mobilisation of Black voters, and combating voter suppression. This paper illustrates how athletes and an organisation, worked together to make structural and effective change within their communities, by leveraging their resources and influential platform.