The paradox of challenging and reinforcing stereotypes in women’s sport sponsor communication
Year: 2023
Type: article
Abstract: In recent years, women's sport has experienced sustained growth, resulting in a positive shift in media coverage and increased attention from corporate sponsors.Past research has extended our understanding of the challenges, objectives and motivations of sponsors however, less is known with respect to whether sponsor communication perpetuates a gender-based narrative.In addressing this research gap, this study examines women's sport sponsor communication to understand how gender stereotyping manifests in messaging around sponsorship objectives and women's sport/ athletes.Findings show that sponsor communication of objectives mirrors the traditional social roles held by women (centred on a communal orientation), while agentic gender traits associated with masculinity emerge in communication around women's sport/athletes.Our study highlights the importance of message framing in sponsor communication and the need for simultaneously embracing and valuing both feminine and masculine traits.This is an important step towards creating a balanced narrative around women athletes and women's sport.
Source: Journal of Marketing Management
Authors: Julie Napoli, Montana Nicholls, Robyn Ouschan
Institution: Curtin University
Language: English
Topic: Sports, Gender, and Society
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4388224247