STAND UP AND BALL: FAN PERCEPTIONS AND REACTIONS TO ACTIVISM BY NBA TEAMS.

This article examines fan perceptions and reactions to activism by National Basketball Association (NBA) teams within the framework of corporate social responsibility (CSR), focusing on social media interactions following George Floyd's death in 2020. Using thematic analysis of fan responses to NBA team posts on X (formerly Twitter), the study applies Balance Theory to explore how alignment or conflict between fan values, team activism, and league affiliation influences fan support and purchase intentions. Findings reveal a majority of positive fan responses supporting team activism and increased loyalty, though significant negative reactions—often tied to race-related disagreements—also emerged, varying by team and regional context. The study highlights the complexities sports organizations face in authentically engaging with social issues while managing diverse fan expectations, emphasizing the importance of strategic, regionally sensitive CSR efforts to maintain fan relationships and brand image.