Motives and barriers to climate activism by elite and professional athletes

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ABSTRACT Research question What are the motives and barriers to climate activism for elite and professional athletes? How do these change over time? Research methods Semi-structured interviews were conducted with 27 elite (Olympic-level) and professional (paid) athletes from 7 countries and 15 sport who are climate activists. Over a three-year period (2021–2023), each athlete participated in 1–4 interviews. Results and findings One or more catalyzing events, a sense of urgency, and a self-ascribed sense of responsibility were the initial motivators for climate activism, while a sense of overwhelm and perceived lack of knowledge were noted as barriers. Over time, the eighteen athletes who participated in more than one interview had a different set of answers for what motivated them to continue: positive feedback and a strong sense of support, while a lack of support, the hypocrisy trap, low confidence, and time poverty were barriers. Implications This study extends the extant athlete activism literature by applying theories and categorizations of activism to a new subject of activism: climate activism. It also offers introduces professional athlete perspectives to the climate activism literature, and a longitudinal perspective on experiences of athlete activism by following the participants over a three-year period. Managerial implications for athletes, agents, team management, and athlete-focused nonprofits and charities are discussed.