Most sports are constitutive of the masculine identity, and these explicit gender perceptions influence sport participation. Less is known about implicit gender perceptions in sport, which may be instrumental in redefining the narrative of gender stereotypes and sport participation. This study explored gender differences in the implicit and explicit perceptions of sport. A total of 187 adults (45.45% female; M_age = 32.62 years, SD_age = 13.07 years) completed an implicit association task by sorting sport words from the Canadian Women and Sport ‘She’s Got It All’ campaign into gendered categories. Participants self-reported their explicit attitudes towards 10 campaign posters. Using independent sample t-tests, a moderate effect was observed for gender differences in implicit attitudes for sport. Men demonstrated significantly stronger implicit attitudes linking sport to masculine characteristics compared to women. Men reported significantly lower explicit positive attitudes for liking the posters, feeling motivated by them, and perceived relevance. Men and women did not differ on levels of uneasiness and self-consciousness. Results suggest that men maintain implicit gendered attitudes towards sport and report lower positive explicit attitudes to intentional gender equity media. Understanding the counterproductive role that men can play when enforcing stereotypical gendered sport beliefs is vital for advancing girls’ and women’s engagement in sport.

大多数体育运动都是男性身份的组成部分，这些明确的性别观念影响着体育运动的参与。人们对体育中隐含的性别观念知之甚少，这可能有助于重新定义性别刻板印象和体育参与的叙述。本研究探讨了对运动的内隐和外显认知中的性别差异。共有 187 名成年人（45.45% 为女性； M_年龄= 32.62 岁， SD_年龄= 13.07 岁）通过将加拿大妇女和体育运动“She’s Got It All”运动中的运动词汇按性别分类，完成了一项隐式关联任务。参与者自我报告了他们对 10 张竞选海报的明确态度。使用独立样本t检验，观察到对运动的内隐态度的性别差异具有中等影响。与女性相比，男性表现出明显更强的将运动与男性特征联系起来的内隐态度。男性对于喜欢海报、感受到海报的激励以及感知到的相关性的明确积极态度明显较低。男性和女性在不安和自我意识方面没有差异。结果表明，男性对体育运动保持着内隐的性别态度，而对有意实现性别平等的媒体则表现出较低的积极外显态度。了解男性在推行陈规定型的性别体育信念时可能发挥的适得其反的作用，对于促进女孩和妇女参与体育运动至关重要。