HOWEVER, as our complementary analyses show, *women* fans exposed to their Club's anti-sexism campaign are more likely to evaluate the Club as responsive to fans' preferences.

Men randomly exposed to the Club's anti-sexism campaign are also less likely to support their Club's campaigning in other areas, including racial equality, LGBT-phobia, and environmental protection.

Against the Club's intention, we find that the Club's campaign prompts male fans to express attitudes towards women in football that are *more* sexist.

First, we examine the salience of football fandom identity. Using data from a national survey, we find that 75% of Brazilian respondents identify with a football club—a higher share than those who identify with a political party or a social movement.