Does "inspiration porn" actually hurt brands? Our research challenges the ethics of objectifying disabled athletes, proving that narratives centered on pity undermine brand authenticity. By shifting the focus to achievement-based framing, we generate genuine admiration and higher consumer support. This work provides a roadmap for media professionals to replace outdated stereotypes with inclusive, high-impact representation that bridges the gap between ethical scholarship and industry practice.

Athletes often fear disclosure, but our research reveals a powerful truth: consumers reward vulnerability with increased warmth and maintained competence ratings. For sponsors, the results are equally clear—taking a supportive stance on mental health significantly boosts brand authenticity. This study provides a strategic roadmap for brands and organizations to dismantle stigma while building deeper, more authentic connections with their audience.

Do fans truly support athlete activism, or are they just saying what’s socially acceptable? Our research addresses social desirability bias by using a multivariate list experiment to uncover the public's "hidden" attitudes. We found that while many claim to support social causes, actual support is deeply tied to ideological alignment and perceived personal sacrifice. By identifying these underlying biases, we provide organizations and athletes with a more accurate understanding of public sentiment, enabling more effective and authentic engagement with social issues.

Covid-19 has been politicized in the U.S. This study explored the effect of recreational golfers’ (N=199) political orientation on the relationship between their risk assessments of COVID-19 and intentions to revisit the golf course. A first-stage moderated mediation model consisting of general risk awareness of COVID-19, perceived risk of playing golf, and revisit intention was introduced to specify when and how political orientation influences an individual’s decision to play golf again.

Three experiments explore how sport consumers respond to sponsor advertisements featuring a team that lost a pivotal game. The study findings provide implications for sponsors to consider different messaging strategies depending on the level of team identification with the losing team.

Can a TV show rebuild a city? By analyzing the "Welcome to Wrexham" phenomenon, our research proves that the "Netflix Effect" is more than just hype—it’s an economic engine. Using causal modeling, we found that Ryan Reynolds and Rob McElhenney’s docuseries didn't just grow a fan base; it sparked a measurable surge in Wrexham’s GDP, employment, and local mental health. We demonstrate how the intersection of sport and global media can fundamentally reshape a society.

When athletes speak out, how they tell the story matters more than the voice they use. Our research shows that while first-person narratives build parasocial bonds, storytelling formats are the true drivers of engagement. By fostering "fictional involvement"—a deep emotional immersion in the narrative—athletes can significantly increase message sharing and public support. This study provides a strategic blueprint for athletes and media professionals to craft high-impact advocacy that moves beyond simple statements to create lasting audience resonance.

Upon George Floyd's death in May 2020, almost every professional sports team in the United States released a statement pertaining to racial inequality and social injustice. We analyzed text of the BLM statements  by all teams across the four major men's professional sports leagues and found some interesting differences between the NFL and the rest of the leagues. 

The global outbreak of the COVID-19 forced most sport leagues to cancel games in March–April 2020, leaving no sport games to watch for sport fans. The present study examined how sport consumers appraise stress and engage in coping behaviors resulted from sport lockout due to the global pandemic.

Research findings from a national panel data showed that Twitter, YouTube, and website/blog use before, during, and after the event are robust predictors of fantasy sport consumption while Facebook use is not associated with fantasy sport consumption at all.

Is Reddit the secret weapon for emerging sports leagues? We analyzed how UFL fans engage with the platform to find out. Our findings reveal that Reddit is a primary hub for high-intensity fans, driven by six specific motivations. Most importantly, we show that active Reddit engagement directly increases how much a fan identifies with their favorite team—making it a vital tool for the modern sport marketer.

When sport team owners commit to DEI, does the message resonate? Our research shows that a pledge’s success depends on the racial identity of the owner and their perceived fit with the cause. Using signaling theory, we demonstrate that authenticity is the key driver of consumer engagement. These findings provide sport leaders with a strategic roadmap to ensure social responsibility efforts are perceived as genuine commitments rather than empty gestures.

The current study aims to provide a systematic approach to detecting and identifying social desirability bias (SDB) in survey data using controversial sponsorship as a research context.

Robust evidence suggests that cultural variation affects consumer information processing. However, how different cultural orientations lead consumers to different moral judgments toward celebrity endorsers’ unethical behaviors is less appreciated.