Fan Attitude Toward Athlete Activism for Black Lives Matter

This confirmatory study aims to empirically validate the mechanisms by which fans form positive attitudes toward athlete activism for Black Lives Matter (BLM). Based on previous findings grounded in race theories and the meaning transfer model, the authors postulate that two factors explain positive attitudes toward athlete activism for BLM: fans’ support for the cause and athlete fandom. Four studies involving Black and White fans from the U.S., totaling 419 Black fans and 416 White fans, along with a single paper meta-analysis, were conducted. The results show that support for BLM is a strong predictor of attitude toward the athlete's activism (specifically: Serena Williams in Study 1a; LeBron James in Study 1b; and Jrue Holiday in Studies 2 and 3). Athlete fandom is another predictor, with both support for the cause and athlete fandom serving as relevant mediators in the relationship between fans’ race and attitudes toward activism of Serena Williams and LeBron James for BLM. In the context of Jrue Holiday's activism, only support for the cause is a significant mediator. The results confirm previously isolated findings and provide a better understanding of fan attitudes toward athlete activism for BLM.