Is doping really a problem? How sponsors make sense of a sport with a dubious image

IF 8 2区 医学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Qualitative Research in Sport Exercise and Health Pub Date : 2022-02-17 DOI:10.1080/2159676X.2022.2037697
Ulrik Wagner, Kasper Roe Iversen
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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.
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兴奋剂真的是个问题吗?赞助商如何看待一项形象可疑的运动
兴奋剂被认为会给体育运动,尤其是职业自行车运动带来负面形象。然而,很少有研究调查兴奋剂与赞助之间的相互关系。因此,本研究旨在回答这样一个问题:公司代表如何理解赞助像自行车这样带有可疑兴奋剂形象的运动?本解释性研究从理论角度出发,采用语义构建视角和战略即实践方法,对1998年至2016年期间从事赞助丹麦职业自行车运动的经理进行了16次半结构化访谈。调查结果显示,自行车不仅仅是一项具有可疑形象的运动,因为运动水平、现有商业格局、个人兴趣和全民运动实践等多种框架都会影响管理者的意义。此外,兴奋剂有时会给赞助商带来优势。因此,该研究为定量营销方法主导的研究领域做出了贡献。
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来源期刊
CiteScore
10.60
自引率
10.20%
发文量
36
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