Image Repair Using Social Identity Leadership: An Exploratory Analysis of the National Football League’s Response to the National Anthem Protests

Events such as player protests can create image crises that require sport organizations to engage in political issues. In this manuscript, we blend repair theory with the social identity approach leadership advance knowledge about how communicate response crises. Applying a discursive psychology framework analyze 21 NFL communications and interview statements, explored NFL’s rhetoric evolved 2016–2020 national anthem Black Lives Matter protests. The augmented its traditionally militarized patriot crisis progressed, address change issues raised by protestors. We show use mobilize support for their version of events manage threats organizational image. Accordingly, provide theoretical managerial implications arguing apolitical identities are increasingly untenable sport.