Comparison of marketing approaches in men’s and women’s football events

Ellis, Dana; Leopkey, Becca

doi:10.4324/9781351117982-10

Cited by 2 publications

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“…Coupled with poor work conditions, inferior funding and DOI: https://doi.org/10.31236/osf.io/ut6zm SportRxiv is free to access, but not to run. Please consider donating at www.storkinesiology.org/annual 5 inconsistent broadcast coverage and marketing of events, the inequalities between men's and women's football are stark, irrespective of country (Ellis & Leopkey, 2018). NFAs are prominent actors within the Football World, an ecosystem constructed by a wealth of actors embedded in social nature (Parnell et al, 2020b), and accordingly we contend that NFAs have a social and ethical responsibility to ensure that women are given access to the same resources and funding if they are ever to be viewed equally to men.…”

Section: Women's Football -A Social and Ethical Responsibility?mentioning

confidence: 99%

“…While on the surface, the future of women's elite football is bright, women still have to contest traditional notions of femininity and prejudices about women's abilities (Pfister, 2015). Coupled with poor work conditions, inferior funding and inconsistent broadcast coverage and marketing of events, the inequalities between men's and women's football are stark, irrespective of country (Ellis and Leopkey, 2018). As not-for-profit governing bodies of football, NFAs can exert pressure on professional leagues and clubs (who are typically independent businesses) to ensure equitable treatment of professional players.…”

Section: Introductionmentioning

confidence: 99%

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An institutional analysis of gender (in)equalities, COVID-19 and governance of elite women's football in Australia, England and the USA

Clarkson

Parry

Culvin

et al. 2022

SBM

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PurposeWomen's football faces an existential threat from COVID-19. Using case studies, the authors explore the COVID-19 responses of three highly ranked national football associations (Australia, England and the USA) and their professional women's football leagues to (a) compare and shed new insights into the wide range of phased responses and (b) establish recommendations for other nations to navigate major crises with their social and ethical responsibilities to women's football.Design/methodology/approachDrawing on institutional theory, a framework analysis was undertaken examining 71 articles to analyse the gendered global impacts of COVID-19 on women's football.FindingsResults highlight several important recommendations for nations to consider during the pandemic: (1) maintain active communication with the community to allay worries about the future of women's football, (2) gather support from health and government officials, (3) seek out commercial and broadcasting partnerships to drive revenue, and (4) the interests of women's football are best served when responsibility for the elite women's league does not rest (solely) with national football associations.Social implicationsThe authors argue that sport is an interwoven part of society and cannot be separated from gender equality issues irrespective of the pandemic.Originality/valueThe study is first to explore institutional pressures and football governing bodies during COVID-19 and provides a framework for nations to manage major crises.

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Section: Women's Football -A Social and Ethical Responsibility?mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

An institutional analysis of gender (in)equalities, COVID-19 and governance of elite women's football in Australia, England and the USA

Clarkson

Parry

Culvin

et al. 2022

SBM

View full text Add to dashboard Cite

show abstract

An institutional analysis of gender (in)equalities, covid-19 and governance of elite women’s football in Australia, England and USA.

Clarkson¹,

Parry²,

Culvin³

et al. 2021

Preprint

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Women’s football faces an existential threat in light of covid-19. Using case studies, we explore the covid-19 responses of three highly-ranked countries’ national football associations (Australia, England, and USA) and their professional women’s football leagues to: (a) compare and shed new insights into the wide range of covid-19 responses, and (b) identify ways that other nations could successfully manage the tensions between the economic impact of covid-19 and their social and ethical responsibilities to women’s football. Drawing on institutional theory, a framework analysis was undertaken. 71 articles were examined to analyse the gendered global impacts that covid-19 is having on women’s football. The results highlight several important recommendations for nations to consider during the pandemic: (1) maintain active communication with the community to allay worries about the future of women’s football, (2) gather support from health and government officials, (3) seek out commercial and broadcasting partnerships to drive revenue, and (4) the interests of women’s football are best served when responsibility for the elite women’s league does not rest (solely) with national football associations. The study is first to explore institutional pressures and football governing bodies during covid-19 and provides a framework for other nations to manage major crises. A major question for the women’s football community emerged: should our expectations of gender equality in football shift in light of covid-19? We argue sport is an interwoven part of society and cannot be separated from gender equality issues.

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Comparison of marketing approaches in men’s and women’s football events

Cited by 2 publications

References 0 publications

An institutional analysis of gender (in)equalities, COVID-19 and governance of elite women's football in Australia, England and the USA

An institutional analysis of gender (in)equalities, COVID-19 and governance of elite women's football in Australia, England and the USA

An institutional analysis of gender (in)equalities, covid-19 and governance of elite women’s football in Australia, England and USA.

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