The recent reemergence of the role of athlete as activist has received varying reactions in the popular press, but empirical research is needed to understand its impact on fan behavior. This study employed a pre/posttest quasi-experimental design (N= 390) to explore the effect of a hypothetical athlete activist message on attitudes and consumption intentions toward the athlete and corresponding team. Results indicated negative implications toward the athlete engaging in activism, but not the team. Specifically, there were significant differences in attitudes and consumption intentions toward the athlete among fans exposed to a message aligning with their political beliefs and those who viewed an incompatible message. Furthermore, consumption intentions decreased for fans who were exposed to an incompatible message. This study thus serves as an initial empirical investigation into the complex relationship between athlete activism and fan behaviors, which is both of academic value and practical significance for athletes and sport organizations. In particular, athletes should be cognizant of such ramifications when making decisions related to brand management.