Scholarly debate on the unique characteristics of sport management continues, with much of the dialogue focusing on the sport product, the relationship between sport and external stakeholders (e.g. fans, government, leagues), as well as the unique role that fans and winning play in the delivery of sport. In offering a new lens from which to approach the academic argument, the authors suggest that sport is unique because it serves as a site for coaches and athletes to resist and persist through their activist efforts. To support this position, they (a) articulate the significance of sport in society for fans and non-fans, alike; (b) demonstrate how, because of the relevance of sport in society, coaches and athletes have taken on celebrity status, and as a result, are likely to engage in activism and resistance; and (c) propose these activities then result in societal change. Noting the importance of moderators, the authors also suggest that coach and athlete demographics, their social justice orientation, and the context in which they operate are all likely to influence the relationship between celebrity status and activism and resistance. The effectiveness of their message is likely to vary based on their credibility and the involvement and demographics of the message receiver. The authors offer theoretical and practical implications.