Molly Hayes Sauder
Michael Mudrick
and Melissa Davies

Sport activism and advocacy have received substantial attention in both academic and popular literature. However, recent years brought controversy, and corresponding advocacy, around a new topic—COVID-19 vaccines—which offers an interesting research opportunity since fans may view athlete engagement with health topics differently from other causes. Thus, this study explored the effect of athlete health-related advocacy on the corresponding fan attitudinal and behavioral changes directed toward both the athlete and the athlete’s team. A quasi-experimental design was utilized and both...Read more