{"title":"Is doping really a problem? How sponsors make sense of a sport with a dubious image","authors":"Ulrik Wagner, Kasper Roe Iversen","doi":"10.1080/2159676X.2022.2037697","DOIUrl":null,"url":null,"abstract":"ABSTRACT Doping is claimed to create a negative image of sport, and of professional cycling in particular. Yet few studies have investigated interrelations between doping and sponsorships. Thus, this study aims to answer the question: How do company representatives make sense of sponsoring a sport like cycling with its dubious doping image? Theoretically informed by a sensemaking perspective and the strategy-as-practice approach, this interpretive study draws on sixteen semi-structured interviews with managers who, in the period between 1998 and 2016, were engaged in sponsoring professional Danish cycling. Findings reveal that cycling is more than just a sport with a dubious image as multiple frames such as sporting levels, existing business landscapes, personal interests and sport-for-all practices influence managers’ sensemaking. Furthermore, doping occasionally creates an advantage for sponsors. Accordingly, the study contributes to a research field dominated by quantitative marketing methodologies.","PeriodicalId":48542,"journal":{"name":"Qualitative Research in Sport Exercise and Health","volume":null,"pages":null},"PeriodicalIF":8.0000,"publicationDate":"2022-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Qualitative Research in Sport Exercise and Health","FirstCategoryId":"3","ListUrlMain":"https://doi.org/10.1080/2159676X.2022.2037697","RegionNum":2,"RegionCategory":"医学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 3
Abstract
ABSTRACT Doping is claimed to create a negative image of sport, and of professional cycling in particular. Yet few studies have investigated interrelations between doping and sponsorships. Thus, this study aims to answer the question: How do company representatives make sense of sponsoring a sport like cycling with its dubious doping image? Theoretically informed by a sensemaking perspective and the strategy-as-practice approach, this interpretive study draws on sixteen semi-structured interviews with managers who, in the period between 1998 and 2016, were engaged in sponsoring professional Danish cycling. Findings reveal that cycling is more than just a sport with a dubious image as multiple frames such as sporting levels, existing business landscapes, personal interests and sport-for-all practices influence managers’ sensemaking. Furthermore, doping occasionally creates an advantage for sponsors. Accordingly, the study contributes to a research field dominated by quantitative marketing methodologies.