What impact do sponsorship have on athletes ?
By: Sahra Hersi
Athletes and Sponsors
- They are very cautious on sponsoring an athlete at a very early stage in their career, the athlete may get too comfortable
- Communication must be clear when dealing with an athlete about its marketing strategies so that the individual is aware of their role
- They look more at male athletes and only look at women because they “provide sex appeal”
Sponsorship pressure athletes –public interest
- Sponsorship's play a role in maintaining an athlete’s competitive position and allows them to further develop their skills but it also puts extreme stress associated with loosing sponsors
- Athletes who cannot win medals or have bad media coverage are not an ideal role model to sponsors and do not attract sponsorship's
- Often training expenses come from sponsors which makes athletes more determine to win, hence the competitiveness this may lead many athletes to use performance enhancing drugs
Gender inequality in sponsorship
"Why Professional Women's Sport Is Less Popular than Men's." The Economist. The Economist Newspaper, 27 July 2014. Web. 20 June 2015.
"Sponsorship And Prize Money: Gender Inequality In Endurance Sports." IRunFarcom RSS. Web. 20 June 2015.
Web. 20 June 2015.
"Sponsorship Effects of Sports Team Rivalry." Sponsorship Effects of Sports Team Rivalry. Web. 20 June 2015.
- Sponsors are unwilling to finance individuals and teams that don’t get good exposure- very limited amount of female
- Sponsors want to be associated with the best athletes and there’s this vicious circle where viewers want to watch sports at the highest professional standard and sponsors want to be associated with the best athletes
- The Women’s Sport and fitness foundation (WSFF) reported that in 2013 women’s sports received 7% of coverage and 0.4% of the total value of commercial sponsorship