As sport has gradually become more accepting of LGBTQ individuals, sport organizations have attempted to connect with this lucrative market. The purpose of this paper is to provide an overview of the existing research that examines sport marketing issues related to LGBTQ individuals in sport. In doing so, the authors provide a multilevel model for understanding sport consumer perceptions of LGBTQ-inclusive marketing initiatives and highlight key contributions. The authors conclude by offering suggestions for future research. Based on the review of literature, authentic signals of inclusion can generate positive outcomes for fans and sport organizations. However, there is a need to create inclusive spectator sport spaces where LGBTQ fans feel safe and accepted.

Gay men in sport are currently at a historic crossroads. On the one hand, the sport industry has never been more accepting and inclusive of sexual minorities than it is today. On the other hand, however, the sociocultural norms and organizational practices within sport that have traditionally stigmatized gay men and influenced their career choices—both in pursuit of and persistence within careers in sport—continue to exist. Drawing from life course theory, the purpose of this study was to qualitatively explore the experiences of 12 gay men working in the sport industry and understand how their awareness (or lack thereof) of the stigma associated with being gay shaped their career decisions. Findings suggest that historical/social context, organizational practices, personal and professional relationships, and the interplay between these factors inform how gay men navigate their stigmatized identities while working in sport.

Unpaid internships are embedded in sport hegemony. These unpaid sport internships often offer fewer learning opportunities and foster an environment wherein interns feel like “second-class citizens” in their organization. Therefore, the purpose of this study was to investigate the world of unpaid internships in the sport industry by exploring students’ perspectives of them as an institutionalized practice, as well as how privilege impacts their internship experiences. Grounded in institutional theory, data from semistructured interviews with 17 sports management students were analyzed using the Gioia methodology. Three themes emerged from the findings: the idiosyncratic nature of sport internships, the legitimization of unpaid internships in the sport industry, and the institutionalization of privilege spurred by such positions. Practical implications from the study include increasing sport organizations’ awareness of how unpaid internships disadvantage students from less privileged backgrounds and may, therefore, result in a less socioeconomically diverse workforce in the sport industry.

PurposeThe purpose of this study was to examine how identity covering techniques can influence raters' perceptions of job candidates who have a socially stigmatized identity. Specifically, the authors explore how raters respond to two types of candidates: one who does not mention his gay identity during the interview process, and one who openly discusses their gay identity during the interview process. The authors also investigate whether job type (sport operations vs business operations) and the rater's views toward social equality influence perceptions of job fit and subsequent hiring recommendations.Design/methodology/approachThe authors conducted an experiment to examine whether an applicant's level of stigma covering, type of job posting and rater's views toward social equality influenced perceptions of job fit. The authors then tested whether perceptions of job fit mediated hiring recommendations. Adults in the USA (n = 237) who were employed and had served on a hiring committees participated in the survey.FindingsWhen applying for sport operations jobs, as opposed to business operations jobs, gay male applicants are viewed more favorably if they engage in high levels of identity covering. Further, the applicant's level of stigma covering influenced raters who reported high or moderate social dominance orientation but did not impact raters with low social dominance orientation. Overall, the findings reveal that identity covering techniques do have relevance for studying the dynamics of hiring gay men who apply for jobs in the sport industry.Originality/valueThe study advances the understanding of identity management techniques by examining the nuances of how applicants can choose to disclose their stigmatized identity, and how those decision influence the hiring process.

PurposeSport organizations increasingly emphasize their support for lesbian, gay, bisexual, transgender and queer (LGBTQ) inclusion by promoting a perfect score on the Athlete Ally Equality Index, partnering with nonprofits to increase awareness of LGBTQ individuals in sport (e.g. Rainbow Laces campaign), or hosting a pride night for LGBTQ fans. Despite these and similar efforts, LGBTQ fans historically have felt unwelcome in sport settings, thereby signaling the need for inclusive fan codes of conduct. The purpose of this study was to examine both the prevalence and antecedents of such policies.Design/methodology/approachUsing publicly available data sources, the authors focused on 350 Division 1 college athletic departments in the USA.FindingsResults illustrate factors at both the macro (i.e. institution) and meso- (i.e. athletic department) levels interact to explain whether a school will possess a fan code of conduct. Specifically, research-intensive institutions with strong gender equity are more likely to possess a code of conduct than schools that are not research oriented and have weak gender equity. This project extends the understanding of LBGTQ inclusion in the sports industry.Originality/valueThe current study is the first to examine the prevalence and predictors of LGBTQ-inclusive fan codes of conduct. Understanding these dynamics can help athletic programs that want to create safe and inclusive sport spaces for LGBTQ fans and spectators.