Pro-equality initiatives increase expressed sexism among men but may improve trust among women football fans

Globally, prejudicial attitudes toward women persist. By taking anti-discriminatory stances, value-oriented organizations – e.g., political parties and religious denominations – can tap into group identities to shape their members’ attitudes. We know much less about the role of organizations that are not inherently value-oriented – such as sports teams – in accomplishing the same. Yet, as various campaigns by sports teams worldwide indicate, this is precisely what non-value-oriented organizations increasingly attempt to do. Can football team fandom be leveraged to promote gender-egalitarian attitudes? We address this question with data from a national survey in Brazil and a survey experiment conducted in partnership with a major Brazilian football club. We find that while football team identity is salient and may be leveraged to change displayed social attitudes, the Club’s anti-sexism campaign inadvertently increased men’s expressed prejudice toward women in football – although it may have also improved institutional trust among women.