Image and Investment: Sponsorship and Women's Sport

2001 ◽  
Vol 15 (3) ◽  
pp. 219-246 ◽  
Author(s):  
Sally Shaw ◽  
John Amis
Keyword(s):  
Decision Makers ◽  
Media Representation ◽  
Women's Sports ◽  
Women's Sport ◽  
Sports Teams ◽  
Women’S Sports ◽  
Values And Beliefs ◽  
The Media ◽  
Marketing Tool

Studies that have examined the disparity in investment between men's and women's sports are rare and are generally distributional in nature. Little research has been carried out that has explored the reasons why managers tend to invest in men's sport instead of women's. Given the rise in sponsorship spending, and the increasingly strategic nature of such investments, this represents an important gap in the literature. The purpose of this paper was to explore conceptually and empirically some of the possible reasons for this disparity. By examining the agreements made by the sponsors of two international women's sports teams, we found support for the contention that the values and beliefs of decision makers, the media representation of sport, and mimetic pressures on managers combine to heavily influence decisions about what and who to sponsor. We also suggest that if such factors can be overcome, women's sport has the potential to be a very useful marketing tool for certain firms.

Women’s Sport and Questionable Sex

2017 ◽  
Author(s):  
Jaime Schultz
Keyword(s):  
Social Control ◽  
Female Athletes ◽  
Women's Sports ◽  
Women's Sport ◽  
American Women ◽  
Disadvantaged Women ◽  
Women’S Sports ◽  
Testing Policies

This chapter explores how leaders of several international athletic federations worked to quell anxieties about “manly” women competitors by instituting “sex-testing” policies to verify the femaleness of female athletes. Purporting to safeguard women's sport and its participants, the tests have too often disadvantaged women and served as a powerful form of social control that encouraged normative femininity in the context of sport. Although most organizations have since declared an end to sex-testing in their official policies, new forms of surveillance and detection continue to define who counts as a woman in the context of sport. For better or worse, the introduction of the sex-test signified that women's sports were on the rise, and in the 1970s American women went through what many felt was an athletic revolution.

Women, sport and the media: Key elements at play in the shaping of the practice of women in sports journalism in Israel

2017 ◽  
Vol 42 (4) ◽  
Author(s):  
Ilan Tamir ◽  
Moran Yarchi ◽  
Yair Galily
Keyword(s):  
Women's Sports ◽  
Sports Journalism ◽  
Sports Media ◽  
Women’S Sports ◽  
Female Sports ◽  
The Media ◽  
Female Presence ◽  
Women In Sports Media ◽  
Military Units ◽  
Women In Sports

AbstractThe present study aims to illustrate the points of view of various female sports journalists as they relate the unique and defining experiences within their line of work, intending to identify the key elements at play in the shaping of the practice of women in sports journalism and its impact on the coverage of women’s sports. 17 Israeli female sports journalists were interviewed concurrently, alongside a select number of male editors of various sports sections. In addition, a survey regarding readers’ views on the coverage of women’s sports and a content analysis of sport coverage in national newspapers was conducted. The analysis of the study’s findings and, particularly, of the female sports journalists’ experiences, has even revealed similarities between the place of women in sports media and female presence within combative military units.

Women’s Sports Coverage in Israel: Perception Versus Reality

2010 ◽  
Vol 3 (1) ◽  
pp. 92-112 ◽  
Author(s):  
Ilan Tamir ◽  
Yair Galily
Keyword(s):  
Public Interest ◽  
Women's Sports ◽  
Male And Female ◽  
Editorial Boards ◽  
Extensive Coverage ◽  
Women’S Sports ◽  
Sports Coverage ◽  
Research Findings ◽  
Female Sports ◽  
The Media

With a focus on the question of public interest, the study investigated editing considerations of women’s sports coverage in written daily newspapers in Israel. To examine sports readers’ views regarding the coverage of women in sports sections, and to compare them with the views of sports editorial boards, a representative survey was conducted among male and female readers of sports columns and among male and female sports writers responsible for coverage. The research findings indicate a lack of connection between the various ends of the media process. Although sports editors of the 3 biggest dailies in Israel claim that there is little interest in women’s sports among sports column readers, the study found that public interest in women’s sports is far from insignificant. In fact, newspaper consumers who read the sports column would like to see more extensive coverage of women’s sports.

Newspaper Representation of Women Athletes in 1984 and 1994

1996 ◽  
Vol 5 (2) ◽  
pp. 65-83 ◽  
Author(s):  
Hilary Mathesen ◽  
Kay Flatten
Keyword(s):  
Great Britain ◽  
General Population ◽  
Women Athletes ◽  
Sport Participation ◽  
Women's Sports ◽  
Women's Sport ◽  
Representation Of Women ◽  
Time Period ◽  
Women’S Sports

This research was to assess changes in Great Britain (GB) in the percent coverage of women’s sports in six national and Sunday newspapers (Telegraph, Guardian, Independent, Express, Mail and Mirror) between 1984 and 1994. Measurements were taken of all sports articles on the front pages, editorial pages and sports pages for the period 1st-14th July in both years. Data were categorized into male only, female only and mixed articles per day, square centimetres per day and photos per day. There was a decrease in percentage coverage of women’s sport coverage (articles per day down 5.2%; cm2 per day down 5.2%; photos per day down 7.1%) while the overall coverage of sport increased. During the time period the portion of GB Olympians who were women increased by 7% and there was a 3% increase in proportion of sports participants in the general population who were women. An adjustment index is presented which uses population figures and sport participation figures to calculate the proportion of sport participants who are female. This index was used to assess fairness in reporting sport.

A Quest for a Market: A Profile of the Consumers of a Professional Women’s Basketball Team and the Marketing Implications

1999 ◽  
Vol 8 (2) ◽  
pp. 103-126 ◽  
Author(s):  
Ketra L. Armstrong
Keyword(s):  
Financial Stability ◽  
Marketing Strategies ◽  
Professional Sport ◽  
Sport Organizations ◽  
Women's Sports ◽  
Women's Sport ◽  
Discretionary Time ◽  
Women’S Sports ◽  
Women's Basketball ◽  
Basketball Team

Women’s sports is at an all-time high, as evidenced by the emergence of a number of professional women’s sport leagues (such as basketball, baseball, and fast-pitch softball). Notwithstanding the growth and popularity of women’s sports, these leagues will have to compete with other forms of leisure for consumers’ discretionary time and resources. Since financial stability is vital to the longevity of the developing women’s leagues, the competition for consumers will require a greater need for the marketers of women’s professional sport organizations to understand the variety of factors that influence sport consumers’ behavior and shape the composition of their respective markets. Presented in this article are the results of a study in which the consumers of one of the professional women’s basketball teams that competed in the American Basketball League (ABL)were investigated. The teams’ spectators are profiled as sport consumers, factors that influenced their attendance, are identified and implications for effective marketing strategies are noted.

scholarly journals O męskości konstruowanej medialnie: zarys zagadnień teoretycznych i przykład analizy empirycznej

2017 ◽  
Vol 61 (2) ◽  
pp. 85-102
Author(s):  
Zbigniew Dziubiński ◽  
Natalia Organista ◽  
Zuzanna Mazur
Keyword(s):  
Qualitative Analysis ◽  
Hegemonic Masculinity ◽  
Women's Sports ◽  
Male And Female ◽  
Women’S Sports ◽  
The Media ◽  
Media Message

This article analyzes how the category of masculinity is constructed in sports writing. It uses texts on sports that appeared in Gazeta Wyborcza, an opinion-forming Polish newspaper. The number of such articles was calculated, with distinctions between men’s and women’s sports, and the gender of the journalists or experts involved. Qualitative analysis showed which disciplines are presented and in what manner, and how the roles of male and female participants are characterized. It emerges that the media message varies in regard to the type of sport and manner of describing the participants. It is shown that the texts in Gazeta Wyborcza reproduce hegemonic masculinity.

scholarly journals The role of the International Olympic Committee in the development of women`s sports in Muslim countries

2020 ◽  
pp. 44-47
Author(s):  
A. Domina
Keyword(s):  
Significant Role ◽  
International Olympic Committee ◽  
Women's Sports ◽  
Women's Sport ◽  
Muslim Countries ◽  
Number Of Factors ◽  
Women’S Sports ◽  
The World ◽  
Cultural Features

The development of women's sports as a whole depends on a significant number of factors that directly or indirectly influence this process. The development of women's sports in Muslim countries faces additional obstacles in the form of socio- historical and socio-cultural features of Islamic conservative society. But, in recent decades, the process of women's sport development has intensified significantly, in Muslim countries in particular. A significant role in the process of becoming a women's sport is played by the International Olympic Committee in cooperation with the world organizations

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