Promoting sport organisations inclusivity initiatives: tailored message frames and audience selection to drive change and attitude towards team

Abstract

ABSTRACT Sporting organisations are increasingly marketing their LGBTQI+ initiatives. However, limited research provides insights and guidance on how to effectively communicate these initiatives to improve attitudes towards a team and support for the cause. To address this gap, the current research uses Construal Level Theory and cognitive appraisal theory as guiding frameworks to explore how different message frames and target audiences can improve perceptions of sporting organisations being value-driven in their inclusivity initiatives and enhance positive emotional responses of individuals. Two experimental studies were conducted (Study 1 – Australian sport followers n = 403, Study 2 – U.S. sport followers n = 455), with results showing that concrete (as opposed to abstract) message frames targeted towards fans (as opposed to individuals or the community) can enhance support for both inclusivity and attitude towards the team. This is explained by appraisals of value-driven motives and affection as a positive emotional response. The findings have important implications for sport management literature and practice relating to inclusivity marketing, LGBTQI+ initiatives, message framing, construal level theory, and cognitive appraisal theory.