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

Morgan, A

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

Morgan, A

Permalink

Publisher:: ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Publication Type:: Journal Article
Citation:: Journal of Marketing Management, 2019, 35, (17-18), pp. 1644-1666
Issue Date:: 2019-11-22

Closed Access

	Filename	Description	Size
	An examination of women s sport sponsorship a case study of female Australian Rules football.pdf	Published version	1.83 MB	Adobe PDF	View/Open

Copyright Clearance Process

Recently Added
In Progress
Closed Access

This item is closed access and not available.

Full metadata record

Field	Value	Language
dc.contributor.author	Morgan, A https://orcid.org/0000-0002-6351-1313
dc.date.accessioned	2022-10-30T02:42:06Z
dc.date.available	2022-10-30T02:42:06Z
dc.date.issued	2019-11-22
dc.identifier.citation	Journal of Marketing Management, 2019, 35, (17-18), pp. 1644-1666
dc.identifier.issn	0267-257X
dc.identifier.issn	1472-1376
dc.identifier.uri	http://hdl.handle.net/10453/162905
dc.description.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.
dc.language	English
dc.publisher	ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
dc.relation.ispartof	Journal of Marketing Management
dc.relation.isbasedon	10.1080/0267257X.2019.1668463
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1503 Business and Management, 1504 Commercial Services, 1505 Marketing
dc.title	An examination of women’s sport sponsorship: a case study of female Australian Rules football
dc.type	Journal Article
utslib.citation.volume	35
utslib.for	1503 Business and Management
utslib.for	1504 Commercial Services
utslib.for	1505 Marketing
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	closed_access	*
dc.date.updated	2022-10-30T02:42:04Z
pubs.issue	17-18
pubs.publication-status	Published
pubs.volume	35
utslib.citation.issue	17-18

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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/162905