Abstract
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.
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