The aim of this study is to explain how professional female athletes experience gender
differences in sponsorship, and if these differences have had any effects on their performance.
This study is based on seven interviews with Swedish women who are active on a world class
level in their chosen sports. The theoretical frame of this study is founded on the concepts of
gender, social role theory, homologous reproduction theory, congruity theory and social
identity theory, which can describe why a sponsor prefers to sponsor male athletes rather than
female athletes.
The results show that professional female athletes experience differences in how sponsors use
them related to marketing. Women experience that sponsors prefer male over women
characteristics and therefore support the male athlete more, thus resulting in a gender inequity.
Women in general find it difficult to talk about their experiences regarding sponsorship and
they avoid questioning sponsors regarding the differences experienced.
The conclusion, is that the
hegemonic masculinity, related to gender theory can be recognized
within sponsorship and as long as athlete women are afraid to speak up and express this, the
differences will never be acknowledged.
2017.