Perceptions of Athlete Activism and Contentious Issues: Parasocial Relationships, Involvement, and Athlete-Cause Fit as Motivation for Cause Support

This study investigates the emerging context of athlete activism, social identity, and prosocial outcomes. While public relations have long held the belief in its role as a prosocial corporate conscience, little empirical work has made the connection between athlete activism in sport and potential influence for a prosocial cause. Specifically, our findings aim to shed light on how the current wave of athlete activism may impact support for the espoused cause through social identity theory. Our paper undertakes a quantitative approach to analyze this context. An online survey (N = 335) of sport fans examines how perceptions of athlete activism can motivate support for the athlete themselves (watching competition, buying merchandise, cheering for the athlete) and for their cause (donating and volunteering). Findings revealed that issue involvement, parasocial relationships, and athlete-cause fit can boost these supportive intentions. Implications for communicating and amplifying athlete activism–with a focus on cause support–are discussed.