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Idrott, genus och sponsring – ur ett subjektivtperspektiv: Kvinnliga elitidrottares erfarenheter av genusskillnaderinom sponsring.
Dalarna University, School of Education, Health and Social Studies, Caring Science/Nursing.
Dalarna University, School of Education, Health and Social Studies, Caring Science/Nursing.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this study is to explain how professional female athletes experience gender

differences in sponsorship, and if these differences have had any effects on their performance.

This study is based on seven interviews with Swedish women who are active on a world class

level in their chosen sports. The theoretical frame of this study is founded on the concepts of

gender, social role theory, homologous reproduction theory, congruity theory and social

identity theory, which can describe why a sponsor prefers to sponsor male athletes rather than

female athletes.

The results show that professional female athletes experience differences in how sponsors use

them related to marketing. Women experience that sponsors prefer male over women

characteristics and therefore support the male athlete more, thus resulting in a gender inequity.

Women in general find it difficult to talk about their experiences regarding sponsorship and

they avoid questioning sponsors regarding the differences experienced.

The conclusion, is that the

hegemonic masculinity, related to gender theory can be recognized

within sponsorship and as long as athlete women are afraid to speak up and express this, the

differences will never be acknowledged.

Place, publisher, year, edition, pages
2017.
Keywords [en]
Marketing, women sports, gender, sponsorship
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-27090OAI: oai:DiVA.org:du-27090DiVA, id: diva2:1180227
Available from: 2018-02-05 Created: 2018-02-05

Open Access in DiVA

fulltext(541 kB)67 downloads
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a61fa761847f79dd14d39b43cdd80d60da18a10372c598e28977c3697a8aaf01b65a94dfc9072371d919c58f98c5e30d24dfbcd844d01adc370903516532654f
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf