Sports Marketing: Diversity, Equity, and Inclusion (DEI) for Minority and Women Coaches

Introduction

The demand for sports has a dynamic impact on consumer input and output in relation to leadership. Leadership plays a crucial role in the aptitude, acceptance, and growth in sports marketing. Title IX of the Education Amendments of 1972 expressed the nation’s collective aspirations for ethnic minorities and women deserving equality in educational experiences and opportunities. Ethnic minorities in this study defined as a group that has different national or cultural traditions from the mainstream population. The United States has been molded by ethical guidelines of equality, tolerance, freedom, and rule of law. Even by contemporary standards it seems almost strange that equality for minorities and women still considered a radical idea. Despite the successes of many minorities and women in all areas of sports. There is a growing trend of inadequacies of job placement, training, and opportunity amongst ethnic minorities and women. Although, there has been progress over the past forty years, athletic departments, amateurism, and professional sports debate an on-going resistance to equity amongst ethnic minorities and women. Meanwhile, the battle for gender equality remains a constant issue as conversations of athletic participation of ethnic minorities and women in coaching arenas still transmit to devaluation and invalidation of professional opportunity as participation increases.

In the past, employment vacancies in coaching primarily given to middle-aged white men. Although, in major sports industries such as basketball and football specifically dominated by ethnic minorities. Can personality explain transformational attitudes and behaviors towards diversity issues in sports (Anderson, 2006; Abeza et al., 2019; Fullerton & Merz, 2008)? Can it explain why some people reach leadership positions while others do not (Anderson, 2006)? In this exploratory research, we will discuss the academic views and perspectives related to leadership theory of “Transformational Leadership” and “Organizational Culture” in sports (Fullerton & Merz, 2008). The discussion will further explore the speculation and perspectives of ethnic groups (including women) within organizations emphasizing the importance of diversity (van Sterkenburg et al., 2021). However, when comparing the various studies, different methods of analysis, and different operational variables must be considered. Cross-sectional studies indicate shifts in participation in coaching amongst minorities and women. Research revealed ‘positive impact’ as a key component in participation in sports at all levels. Value creation being the core intent of diversity inclusiveness within sports is a key performance characteristic (Abeza, Finch, O’Reilly, & MacIntosh, 2019). However, research demonstrates the evolution of sports leadership and organizational culture over the last several decades for the need to be more transformational as sports is a globally inclusive phenomenon. The goal of sports marketing and diversity, equity, and inclusion (DEI) is to advocate for equality across all facets of sports. Key performance metrics often ignored amongst ethnic groups (including women) over individuals with power and influence (Szikszai-Nemeth, 2020; Fullerton & Merz, 2008). Public optics and media evaluation validate the need for transformational leadership across the borders of socio-economic status to a greater more inclusive socio-athletic environment.