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Sweating the connection of uniform colours and success in sport: No evidence for the red win effect in elite women’s NCAA basketball

Abstract Efforts to research the link between uniform colours and performance in sport have gained momentum in recent years demonstrating a red superiority effect. The current investigation identified a gender gap in participation between laboratory experimental studies of performance, which are dominated by women participants, and archival game analysis research, which is almost exclusively conducted in elite men’s sports. To address this disparity, we conducted the first dedicated exploration of uniform colours with women’s American collegiate basketball teams during the national annual tournament (NCAA) in a period spanning eight seasons (2012–19). In contrast to the evidence from experimental research, we failed to detect an effect and the results remained null when several colours were tested and ranking was considered. Based on the findings, we conclude with mounting confidence that uniform colours do not exert influence over winning in relatively long-duration, low aggression team sports with substantial physical contact. We discuss the results in relationship to the colour-in-context theory (Elliot, A. J., & Maier, M. A. (2012). Colour-in-context theory. In Advances in experimental social psychology (Vol. 45, pp. 61–125). Academic Press.) and highlight its shortcomings pertaining to sex as a moderator.