Is doping really a problem? How sponsors make sense of a sport with a dubious image
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Is doping really a problem? How sponsors make sense of a sport with a dubious image. / Wagner, Ulrik; Iversen, Kasper Roe.
In: Qualitative Research in Sport, Exercise and Health, Vol. 14, No. 7, 2022, p. 1082-1097.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Is doping really a problem? How sponsors make sense of a sport with a dubious image
AU - Wagner, Ulrik
AU - Iversen, Kasper Roe
N1 - CURIS 2022 NEXS 047
PY - 2022
Y1 - 2022
N2 - 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.
AB - 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.
KW - Faculty of Science
KW - Risks
KW - Professional cycling
KW - Sensemaking perspective
KW - Strategy-as-practice
KW - Sponsorship fit
KW - Power
KW - Critical management
U2 - 10.1080/2159676X.2022.2037697
DO - 10.1080/2159676X.2022.2037697
M3 - Journal article
VL - 14
SP - 1082
EP - 1097
JO - Qualitative Research in Sport, Exercise and Health
JF - Qualitative Research in Sport, Exercise and Health
SN - 2159-676X
IS - 7
ER -
ID: 291356212