Sponsorship as a determining factor in the development of the careers of Spanish elite athletes.
Inequalities by gender and type of sport
DOI:
https://doi.org/10.25029/od.2023.371.23Keywords:
Sponsorship, marketing, sport, gender perspective, social networksAbstract
The importance of sponsorship has increased a lot in recent years, being essential in the recognition of elite athletes. The main objective of this study is to determine the scope that sponsorship has on the athlete's success, analyzing the differences based on gender, discipline or country where the profession is practiced. Qualitative methodologies have been used (personal interviews and focus groups with elite Spanish athletes). It is concluded that obtaining a sponsor is not the same easy for all athletes, depending largely on the chosen discipline, gender, the country in which the activity takes place and previous sporting successes.
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