Perceptions of athletes with mental health conditions and sponsor responses: a consumer perspective

Despite the growing acknowledgement of the importance of mental health among athletes, the sport culture that downplays mental health problems has discouraged athletes from publicly disclosing their concerns. Using the Stereotype Content Model as a framework, Study 1 examined how consumers evaluate athletes’ competence and warmth when athletes share their mental health problems, and whether the effect is moderated by the athlete’s status (high vs. low). In Study 2, we examined whether a sponsor of an athlete with mental health conditions taking a supportive (vs. neutral) stance leads to enhanced brand authenticity perceptions. We also considered individuals’ mental health stigma levels as a moderator in the evaluation process. Contrary to athletes’ distress about disclosing their mental health conditions, consumers feel more warmth and show a similar level of competence evaluations toward an athlete with mental health conditions (vs. physical injury). Additionally, a sponsor taking a positive stance toward the athlete leads to greater brand authenticity, but this effect is moderated by individuals’ mental health stigma levels. These findings offer both theoretical and managerial insights into how consumers evaluate athletes and sponsors dealing with mental health issues.