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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:du-27090 |
| Date | January 2017 |
| Creators | Aniliadis, Maria Sofie, Söderberg, Isabelle |
| Publisher | Högskolan Dalarna, Omvårdnad, Högskolan Dalarna, Omvårdnad |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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