Effects of Sponsorships on Performance of Para Athletes in Kenya
##article.subject##:
Sponsorship, Athletics Expertise, Competitive Style, Sportsmanship, Rivalry, Para Athlete, Grounded Theory
##article.abstract##
Sponsorship is used throughout a Para Athlete career beginning from when talent is identified and trained, to when they participate and perform at athletics competitions. The study aimed at investigating how sponsorship approaches affect Para Athletes performance. These aspects include the athletics expertise, competitive style, sportsmanship and rivalry obtained from conceptual Model of Athlete Brand Image. An exploratory case study was done to twenty (20) Para Athletes after theoretical sampling from the total sixty six (66) Para Athletes. In-depth interviews and observation were used to collect data among the Para Athletes. Validity and reliability were tested using pilot study on five (5) Para Athletes. The data analysis was done guided by Grounded Theory research design using the Straussian Approach. The study found that sponsorships were not there for the Para Athletes and hence no effect was experienced on their performance. Two major themes were identified with respect to the sponsorships on performance of Para Athletes. First, the Para Athletes acknowledged extremely limited interaction to sponsorships, with some none at all. Secondly, the Para Sport structure and leadership proved to explain the nature of current sponsorships. Hence, appropriate Para Athletics leadership and structure to drive the availability and use of sponsorships in Para Athletics is vital. The implication of these findings is to reorganize the structure and method of selecting Kenya's Paralympic leadership, which should be included in the federation constitution. Based on the findings of the study, further research should be done to develop appropriate Para Sport structure and leadership to influence sponsorships and Para Athlete performance.
References
Aaker, D. A., & Joachimsthaler, E. (2011). Brand leadership. New York: Free Press.
Aaker, D. A., & Joachimsthaler, E. (2011). Building strong brands. Simon and Schuster.
Accorsi, R., Paltrinieri, M., & Solberg, H. A. (2016). The impact of Olympic Games sponsorship
on brand value: A comparison of winter and summer sporting events. Journal of Brand Management, 23(1), 82-97.
Amis, J., & Pant, N. (1997). The fading American dream: Advertising in professional team sports. Journal of Advertising Research, 37(4), 7-18.
Amis, J., Slack, T., & Berrett, T. (1999). Sport sponsorship as distinctive competence. European Journal of Marketing, 33(3/4), 250–272. https://doi: 10.1108/03090569910253044.
Arai, K. Ko, Y. J., & Paplanidou, A. (2013). Creating sport brand image: The effects of athlete endorser, sporting event and team brand hidden relationships. Journal of Marketing Communications, 19, 199-215.
Arai, K., Ko, Y. J., & Ross, S. D. (2014). A conceptual framework of co-branding in professional team sport. Sport Management Review, 17, 239-252.
Bader, B., & Bergfeld, R. (2015). Valuing sponsoring activities - the effects of motive, audience, and platform. International Journal of Sports Marketing and Sponsorship, 16(3), 54-68.
Chen, X. B., & Pharr, J. R. (2020). Investigating the effects of sponsorships on brand image: The moderating role of perceived fit. Journal of Promotion Management, 26(1), 1-23.
Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorship-linked marketing: Opening the black box. Journal of Advertising, 34(2), 21-42.
Cunningham, G. B., Cornwell, T. B., & Coote, L. V. (2009). Expressing brands through unconventional sports: The relationship between sponsorships and brand meaning. Journal of Advertising, 38(3), 19-34.
Desbordes, M., & Richelieu, A. (2019). The shifting landscape of sports sponsorship from philanthropy to strategic marketing tool. European Sport Management Quarterly, 19(5), 539-551.
Farrelly, F. (1999). Efficiently incentivizing sponsorship: Utilizing the sponsorship linkage model. Journal of Marketing Practice: Applied Marketing Science, 5(2), 46-65.
Gladden, J. M., & Milne, G. R. (1999). Examining sponsorship as a marketing tool: Key factors for success. American Marketing Association, 14, 1-25.
Grohs, R., Reisinger, H., & Fuchs, M. (2014). Antecedents and consequences of sponsorship portfolio size—An empirical examination of professional football clubs. European Sport Management Quarterly, 14(4), 417-444.
Groza, M. D., & Ahmed, S. (2016). Why do firms invest in corporate social responsibility? Journal of Marketing Theory and Practice, 24(4), 399-415.
IAAF. (2019). World Rankings 2019. Retrieved from https://www.worldathletics.org/world-rankings/2019
IBIS World. (2021). Sports Sponsorship Services in the US - Market Size 2005-2027. Retrieved From https://www.ibisworld.com/united-states/sports-sponsorship-services-market/research-report-trends-outlook/sports-teams-leagues-sponsorship-services/82190b#industry-outlook
IPC. (2019). IPC Athletics World Ranking 2019. Retrieved from https://www.paralympic.org/athletics/rankings
Jobber, D. (2007). Principles and practice of marketing. McGraw-Hill Education.
Kaser, K., & Oelkers, D. (2005). The business of sports: A primer for journalists. Routledge.
Kerr, N. L., & Gladden, J. M. (2008). Extending and testing a five‐dimensional model of collegiate athlete endorser effectiveness: Exploring the relationship between endorser credibility, athlete endorser performance, and consumer cynicism. Sport Marketing Quarterly, 17(2), 58-67.
Ko, Y. J., & Pastore, D. L. (2005). A hierarchical model of sponsorship objectives: Towards a better understanding of sponsorships' effectiveness. International Journal of Sports Marketing and Sponsorship, 6(1), 49-64.
Kolyperas, D., & Anagnostopoulos, C. (2019). Economic impact of sports sponsorship: A meta-analysis. Sport Management Review, 22(2), 121-135.
Kunkel, T., & Funk, D. C. (2017). The impact of sports sponsorship on consumers' brand attitudes and image perceptions. Sport Marketing Quarterly, 26(3), 147-160.
Kuzma, J., & Shanklin, W. L. (2016). Sports marketing planning and strategy. Jones & Bartlett Publishers.
Lim, M., Ting, H., & Hoo, T. (2018). Nurturing corporate social responsibility through sport sponsorship in Malaysia: A case study of Pahang Football Association (PFA). Asia Pacific Journal of Marketing and Logistics, 30(3), 677-693.
Mäkelä, K., Hult, M., & Tarkiainen, A. (2017). Reconsidering sports sponsorship—Activation–effectiveness relationships: New insight on measurement scales and external factors. Journal of Business Research, 75, 61-72.
Meenaghan, T. (1998). Current developments and future directions in sponsorship. International Journal of Advertising, 17(1), 3-26.
Meenaghan, T. (1998). Sponsorship and advertising: A comparison of consumer perceptions. European Journal of Marketing, 32(3/4), 229-248.
Meenaghan, T. (2001). Sponsorship in action: Cases from the salomon smith barney/citibank implementation of the global sponsorship strategy. Journal of Advertising Research, 41(5), 23-37.
Miyazaki, A. D., & Morgan, F. N. (2001). Assessing market-oriented ethnic advertising across different cultures: The case of Nike's “Fate” campaign. Journal of Advertising Research, 41(3), 19-32.
Mullin, B. J., Hardy, S., Sutton, W. A., & Doherty, A. J. (2007). Sport marketing. Human Kinetics.
Patton, M. Q. (2002). Qualitative research and evaluation methods (3rd ed.). SAGE Publications.
Phua, J., & Jin, S. V. (2017). Celebrity endorsements in social media: A content analysis of verified athletes on Twitter. Journal of Interactive Advertising, 17(2), 141-152.
Quester, P., & Thompson, B. (2001). The sponsorship effect: Do event sponsors get their money's worth? Journal of Advertising Research, 41(3), 47-56.
Rial, A. B., & Carral, J. M. (2015). Existing sport sponsorship research: Future directions and concerns. Investigaciones Europeas de Dirección y Economía de la Empresa, 21(3), 114-121. https://doi: 10.1016/j.iedee.2012.02.001.
Ross, N. J., James, J. D., and Vargas, P. T. (2006). ‘Own a Piece of History’: Using Product Innovation and Athlete Endorsement to Enhance Brand Image, Journal of Brand Management. 13(5), 302-315.
Shank, M. D. (2009). Sports marketing: A strategic perspective. Pearson Prentice Hall.
Shilbury, D., Westerbeek, H., Quick, S., Funk, D., & Karg, A. (1998). Strategic sport marketing.
Skinner, J., & Rukavina, K. D. (2002). Sport and corporate sponsorship: Tools for effective brand management. Journal of Brand Management, 9(4), 278-293.
Skinner, J., & Rukavina, P. B. (2002). An evaluation of sponsorship programmes in arts and sports. The Journal of Arts Management, Law, and Society, 31(3), 257-274.
Strauss, A., & Corbin, J. (1990). Basics of qualitative research: Grounded theory procedures and techniques. SAGE Publications.
Strauss, A., & Corbin, J. (1994). Grounded theory methodology. Handbook of qualitative research, 273-285.
Strauss, A., & Corbin, J. (1998). Basics of qualitative research: Techniques and procedures for developing grounded theory. SAGE Publications.
Strauss, A., & Corbin, J. (2008). Basics of qualitative research: Grounded theory procedures and techniques (3rd ed.). SAGE Publications.
van Heerden, C. H. J. (2001). Marketing sport and leisure. Juta academic.
Williams, R., Walsh, G., & Rhenwick, A. (2015). Athlete brand image and its effects on endorsement effectiveness and loyalty to the brand: A causal model. Psychology & Marketing, 32(1), 64-78.
Aaker, D. A., & Joachimsthaler, E. (2011). Building strong brands. Simon and Schuster.
Accorsi, R., Paltrinieri, M., & Solberg, H. A. (2016). The impact of Olympic Games sponsorship
on brand value: A comparison of winter and summer sporting events. Journal of Brand Management, 23(1), 82-97.
Amis, J., & Pant, N. (1997). The fading American dream: Advertising in professional team sports. Journal of Advertising Research, 37(4), 7-18.
Amis, J., Slack, T., & Berrett, T. (1999). Sport sponsorship as distinctive competence. European Journal of Marketing, 33(3/4), 250–272. https://doi: 10.1108/03090569910253044.
Arai, K. Ko, Y. J., & Paplanidou, A. (2013). Creating sport brand image: The effects of athlete endorser, sporting event and team brand hidden relationships. Journal of Marketing Communications, 19, 199-215.
Arai, K., Ko, Y. J., & Ross, S. D. (2014). A conceptual framework of co-branding in professional team sport. Sport Management Review, 17, 239-252.
Bader, B., & Bergfeld, R. (2015). Valuing sponsoring activities - the effects of motive, audience, and platform. International Journal of Sports Marketing and Sponsorship, 16(3), 54-68.
Chen, X. B., & Pharr, J. R. (2020). Investigating the effects of sponsorships on brand image: The moderating role of perceived fit. Journal of Promotion Management, 26(1), 1-23.
Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorship-linked marketing: Opening the black box. Journal of Advertising, 34(2), 21-42.
Cunningham, G. B., Cornwell, T. B., & Coote, L. V. (2009). Expressing brands through unconventional sports: The relationship between sponsorships and brand meaning. Journal of Advertising, 38(3), 19-34.
Desbordes, M., & Richelieu, A. (2019). The shifting landscape of sports sponsorship from philanthropy to strategic marketing tool. European Sport Management Quarterly, 19(5), 539-551.
Farrelly, F. (1999). Efficiently incentivizing sponsorship: Utilizing the sponsorship linkage model. Journal of Marketing Practice: Applied Marketing Science, 5(2), 46-65.
Gladden, J. M., & Milne, G. R. (1999). Examining sponsorship as a marketing tool: Key factors for success. American Marketing Association, 14, 1-25.
Grohs, R., Reisinger, H., & Fuchs, M. (2014). Antecedents and consequences of sponsorship portfolio size—An empirical examination of professional football clubs. European Sport Management Quarterly, 14(4), 417-444.
Groza, M. D., & Ahmed, S. (2016). Why do firms invest in corporate social responsibility? Journal of Marketing Theory and Practice, 24(4), 399-415.
IAAF. (2019). World Rankings 2019. Retrieved from https://www.worldathletics.org/world-rankings/2019
IBIS World. (2021). Sports Sponsorship Services in the US - Market Size 2005-2027. Retrieved From https://www.ibisworld.com/united-states/sports-sponsorship-services-market/research-report-trends-outlook/sports-teams-leagues-sponsorship-services/82190b#industry-outlook
IPC. (2019). IPC Athletics World Ranking 2019. Retrieved from https://www.paralympic.org/athletics/rankings
Jobber, D. (2007). Principles and practice of marketing. McGraw-Hill Education.
Kaser, K., & Oelkers, D. (2005). The business of sports: A primer for journalists. Routledge.
Kerr, N. L., & Gladden, J. M. (2008). Extending and testing a five‐dimensional model of collegiate athlete endorser effectiveness: Exploring the relationship between endorser credibility, athlete endorser performance, and consumer cynicism. Sport Marketing Quarterly, 17(2), 58-67.
Ko, Y. J., & Pastore, D. L. (2005). A hierarchical model of sponsorship objectives: Towards a better understanding of sponsorships' effectiveness. International Journal of Sports Marketing and Sponsorship, 6(1), 49-64.
Kolyperas, D., & Anagnostopoulos, C. (2019). Economic impact of sports sponsorship: A meta-analysis. Sport Management Review, 22(2), 121-135.
Kunkel, T., & Funk, D. C. (2017). The impact of sports sponsorship on consumers' brand attitudes and image perceptions. Sport Marketing Quarterly, 26(3), 147-160.
Kuzma, J., & Shanklin, W. L. (2016). Sports marketing planning and strategy. Jones & Bartlett Publishers.
Lim, M., Ting, H., & Hoo, T. (2018). Nurturing corporate social responsibility through sport sponsorship in Malaysia: A case study of Pahang Football Association (PFA). Asia Pacific Journal of Marketing and Logistics, 30(3), 677-693.
Mäkelä, K., Hult, M., & Tarkiainen, A. (2017). Reconsidering sports sponsorship—Activation–effectiveness relationships: New insight on measurement scales and external factors. Journal of Business Research, 75, 61-72.
Meenaghan, T. (1998). Current developments and future directions in sponsorship. International Journal of Advertising, 17(1), 3-26.
Meenaghan, T. (1998). Sponsorship and advertising: A comparison of consumer perceptions. European Journal of Marketing, 32(3/4), 229-248.
Meenaghan, T. (2001). Sponsorship in action: Cases from the salomon smith barney/citibank implementation of the global sponsorship strategy. Journal of Advertising Research, 41(5), 23-37.
Miyazaki, A. D., & Morgan, F. N. (2001). Assessing market-oriented ethnic advertising across different cultures: The case of Nike's “Fate” campaign. Journal of Advertising Research, 41(3), 19-32.
Mullin, B. J., Hardy, S., Sutton, W. A., & Doherty, A. J. (2007). Sport marketing. Human Kinetics.
Patton, M. Q. (2002). Qualitative research and evaluation methods (3rd ed.). SAGE Publications.
Phua, J., & Jin, S. V. (2017). Celebrity endorsements in social media: A content analysis of verified athletes on Twitter. Journal of Interactive Advertising, 17(2), 141-152.
Quester, P., & Thompson, B. (2001). The sponsorship effect: Do event sponsors get their money's worth? Journal of Advertising Research, 41(3), 47-56.
Rial, A. B., & Carral, J. M. (2015). Existing sport sponsorship research: Future directions and concerns. Investigaciones Europeas de Dirección y Economía de la Empresa, 21(3), 114-121. https://doi: 10.1016/j.iedee.2012.02.001.
Ross, N. J., James, J. D., and Vargas, P. T. (2006). ‘Own a Piece of History’: Using Product Innovation and Athlete Endorsement to Enhance Brand Image, Journal of Brand Management. 13(5), 302-315.
Shank, M. D. (2009). Sports marketing: A strategic perspective. Pearson Prentice Hall.
Shilbury, D., Westerbeek, H., Quick, S., Funk, D., & Karg, A. (1998). Strategic sport marketing.
Skinner, J., & Rukavina, K. D. (2002). Sport and corporate sponsorship: Tools for effective brand management. Journal of Brand Management, 9(4), 278-293.
Skinner, J., & Rukavina, P. B. (2002). An evaluation of sponsorship programmes in arts and sports. The Journal of Arts Management, Law, and Society, 31(3), 257-274.
Strauss, A., & Corbin, J. (1990). Basics of qualitative research: Grounded theory procedures and techniques. SAGE Publications.
Strauss, A., & Corbin, J. (1994). Grounded theory methodology. Handbook of qualitative research, 273-285.
Strauss, A., & Corbin, J. (1998). Basics of qualitative research: Techniques and procedures for developing grounded theory. SAGE Publications.
Strauss, A., & Corbin, J. (2008). Basics of qualitative research: Grounded theory procedures and techniques (3rd ed.). SAGE Publications.
van Heerden, C. H. J. (2001). Marketing sport and leisure. Juta academic.
Williams, R., Walsh, G., & Rhenwick, A. (2015). Athlete brand image and its effects on endorsement effectiveness and loyalty to the brand: A causal model. Psychology & Marketing, 32(1), 64-78.
##submissions.published##
2024-05-18
##issue.issue##
##section.section##
Articles
