Title

An examination of women’s sport sponsorship: A case study of female Australian Rules football

Document Type

Journal Article

Publication Title

Journal of Marketing Management

Publisher

Routledge

School

School of Business and Law

Comments

Morgan, A. (2019). An examination of women’s sport sponsorship: a case study of female Australian Rules football. Journal of Marketing Management, 35(17-18), 1644-1666. Available here

Abstract

In recent years we have seen an increase in corporate and media interest in women’s sport leagues and events. Despite the increase in commercialism and professionalism of women’s sport, there is a lack of research focusing on the marketing of and through women’s sport. This current study addresses this gap, examining the motivations of sponsors involved in the women’s Australian Rules football national league. Exploratory in outlook, this paper presents insights from key sponsorship decision-makers. It was found that sponsorship was motivated by a desire to promote gender equality at a firm, industry and broader societal level. Sponsorship of women’s football provides convergence of corporate social responsibility and commercial benefits. The paper provides insights for sport marketing and initiates the conversation of women’s sport sponsorship.

DOI

10.1080/0267257X.2019.1668463

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