Purpose – The purpose of this paper is to explore the effect gender bias has in sports and howmarketing can be used to challenge gender bias. Design/methodology/approach – This paper will use data collected from 188 surveys from registered fans of the Linköping Hockey Club. Findings – This paper targets why female ice hockey is not as popular as male ice hockey. Theories such as marketing mix are used to identify the differences and similarities between thetwo teams as if they were products. Practical implications – Sports leagues and clubs with male and female teams could use the results to limit gender bias against women in sports. Originality/value – This will help limit gender bias through a marketing perspective, by specifically addressing gender bias in sports marketing.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:liu-138147 |
| Date | January 2017 |
| Creators | Bottecchia, Raphaël, Slavin, Jonathan |
| Publisher | Linköpings universitet, Företagsekonomi, Linköpings universitet, Filosofiska fakulteten, Linköpings universitet, Företagsekonomi, Linköpings universitet, Filosofiska fakulteten |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| 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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