Is doping really a problem? How sponsors make sense of a sport with a dubious image
Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
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.
Originalsprog | Engelsk |
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Tidsskrift | Qualitative Research in Sport, Exercise and Health |
Vol/bind | 14 |
Udgave nummer | 7 |
Sider (fra-til) | 1082-1097 |
Antal sider | 16 |
ISSN | 2159-676X |
DOI | |
Status | Udgivet - 2022 |
Bibliografisk note
CURIS 2022 NEXS 047
- Det Natur- og Biovidenskabelige Fakultet
Forskningsområder
ID: 291356212