Academic Journal
A fan perspective of athlete endorsement's non-financial benefits.
| Title: | A fan perspective of athlete endorsement's non-financial benefits. |
|---|---|
| Authors: | Hasaan, Ali, Naylor, Michael, Fi̇şne, Mücahi̇t |
| Source: | Sport, Business & Management; 2026, Vol. 16 Issue 2, p215-239, 25p |
| Subject Terms: | Gender differences (Sociology), Sports marketing, Sports sponsorship, Brand awareness, Sociology, Fans (Persons) |
| Abstract: | Purpose: This study explores non-financial benefits of athlete endorsement with a particular focus on the unique benefits based on the athlete's gender. The research seeks to identify and highlight the non-financial advantages sponsors gain through athlete branding endorsements, shedding light on the distinct strengths of male and female athlete endorsers. Design/methodology/approach: An inductive qualitative approach was adopted, involving 26 fans of various athletes. Through semi-structured interviews, data were collected and analysed thematically to uncover key insights on the non-financial benefits sponsors receive from athlete endorsements. Findings: Participants identified nine non-financial benefits that athlete endorsements provide to sponsors: brand awareness, brand credibility, positive public relations, emotional connection, experiential marketing, social media engagement, product development opportunities, employee morale and global reach. Additionally, the study uncovered distinct benefits tied to the athlete's gender. Male athletes were found to attract broader audiences, gain higher media exposure and leverage masculine traits that appeal to certain brands. On the other hand, female athletes excelled in niche marketing, offered inspiration and empowerment, engaged diverse audiences and expanded sponsorship categories. Originality/value: This research provides valuable, non-Western insights relating to the array of benefits that can arise from athlete endorsements, including those linked to an athlete's gender. It offers significant value to the existing literature on sports marketing and sponsorship by elucidating the gender-specific dynamics of endorsement effectiveness, adding a new layer to our understanding of athlete-brand partnerships. [ABSTRACT FROM AUTHOR] |
| Copyright of Sport, Business & Management is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Complementary Index |
| FullText | Links: – Type: other Text: Availability: 0 CustomLinks: – Url: https://www.emerald.com/insight/search?q=A fan perspective of athlete endorsement's non-financial benefits.%20Hasaan, Ali Name: Emerald Insight (All Content) (s7799221) Category: fullText Text: View full text at Emerald MouseOverText: View full text at Emerald |
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| Header | DbId: edb DbLabel: Complementary Index An: 191446734 RelevancyScore: 1061 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 1060.7568359375 |
| IllustrationInfo | |
| Items | – Name: Title Label: Title Group: Ti Data: A fan perspective of athlete endorsement's non-financial benefits. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Hasaan%2C+Ali%22">Hasaan, Ali</searchLink><br /><searchLink fieldCode="AR" term="%22Naylor%2C+Michael%22">Naylor, Michael</searchLink><br /><searchLink fieldCode="AR" term="%22Fi̇şne%2C+Mücahi̇t%22">Fi̇şne, Mücahi̇t</searchLink> – Name: TitleSource Label: Source Group: Src Data: Sport, Business & Management; 2026, Vol. 16 Issue 2, p215-239, 25p – Name: Subject Label: Subject Terms Group: Su Data: <searchLink fieldCode="DE" term="%22Gender+differences+%28Sociology%29%22">Gender differences (Sociology)</searchLink><br /><searchLink fieldCode="DE" term="%22Sports+marketing%22">Sports marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Sports+sponsorship%22">Sports sponsorship</searchLink><br /><searchLink fieldCode="DE" term="%22Brand+awareness%22">Brand awareness</searchLink><br /><searchLink fieldCode="DE" term="%22Sociology%22">Sociology</searchLink><br /><searchLink fieldCode="DE" term="%22Fans+%28Persons%29%22">Fans (Persons)</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Purpose: This study explores non-financial benefits of athlete endorsement with a particular focus on the unique benefits based on the athlete's gender. The research seeks to identify and highlight the non-financial advantages sponsors gain through athlete branding endorsements, shedding light on the distinct strengths of male and female athlete endorsers. Design/methodology/approach: An inductive qualitative approach was adopted, involving 26 fans of various athletes. Through semi-structured interviews, data were collected and analysed thematically to uncover key insights on the non-financial benefits sponsors receive from athlete endorsements. Findings: Participants identified nine non-financial benefits that athlete endorsements provide to sponsors: brand awareness, brand credibility, positive public relations, emotional connection, experiential marketing, social media engagement, product development opportunities, employee morale and global reach. Additionally, the study uncovered distinct benefits tied to the athlete's gender. Male athletes were found to attract broader audiences, gain higher media exposure and leverage masculine traits that appeal to certain brands. On the other hand, female athletes excelled in niche marketing, offered inspiration and empowerment, engaged diverse audiences and expanded sponsorship categories. Originality/value: This research provides valuable, non-Western insights relating to the array of benefits that can arise from athlete endorsements, including those linked to an athlete's gender. It offers significant value to the existing literature on sports marketing and sponsorship by elucidating the gender-specific dynamics of endorsement effectiveness, adding a new layer to our understanding of athlete-brand partnerships. [ABSTRACT FROM AUTHOR] – Name: Abstract Label: Group: Ab Data: <i>Copyright of Sport, Business & Management is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 25 StartPage: 215 Subjects: – SubjectFull: Gender differences (Sociology) Type: general – SubjectFull: Sports marketing Type: general – SubjectFull: Sports sponsorship Type: general – SubjectFull: Brand awareness Type: general – SubjectFull: Sociology Type: general – SubjectFull: Fans (Persons) Type: general Titles: – TitleFull: A fan perspective of athlete endorsement's non-financial benefits. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Hasaan, Ali – PersonEntity: Name: NameFull: Naylor, Michael – PersonEntity: Name: NameFull: Fi̇şne, Mücahi̇t IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 03 Text: 2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 2042678X Numbering: – Type: volume Value: 16 – Type: issue Value: 2 Titles: – TitleFull: Sport, Business & Management Type: main |
| ResultId | 1 |