Sports Marketing

Abstract

Prioritizing diversity in sports provides perspectives in how transformational leadership and organizational culture are viewed. In contrast to most research within the field of sports marketing, DEI is still a prominent issue. The use of racial, cultural differences, and ethnic stereotypes still demonstrate leadership gaps amongst minority coaching vacancies in sports. As individuals deal with organizational challenges, they need to be able to utilize DEI paradigms to facilitate the resolution of improving athletic culture in the coaching ranks. The purpose of the article is to determine innovative ways to incorporate transformational leadership between the organizations that hire ethnic minority coaches. Although DEI continues to challenge opportunities for minorities and disenfranchised groups, there is a systemic challenge in providing useful tools to integrate DEI tools for supporting the efforts of how sports are marketed in today's athletic environment.