Seeing the same things differently: exploring the unique brand associations linked to women’s professional sport teams

Doyle, Jason P.; Kunkel, Thilo; Kelly, Sarah; Filo, Kevin; Cuskelly, Graham

doi:10.1080/0965254x.2021.1922489

Cited by 15 publications

(9 citation statements)

References 38 publications

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“…These responses have been evoked through issues including the ongoing struggle of women's teams/leagues to obtain equal/equitable remuneration and treatment (Andersen & Loland, 2017;Fujak et al, 2021;Hendrick, 2016;Taylor et al, 2020), the tenuous and precarious nature (job security) of athlete's contracts (Pavlidis, 2020;Willson et al, 2018), and questions about the longer term sustainability of women's sport leagues (Allison, 2016). Doyle et al (2021) also noted that in Australia the vast majority of women's teams compete under the same brand identity as their male counterparts, "consistent with how many European sport organizations position their women's teams" (p. 2) at the team level. This conflation of women's and men's domains can be problematic as "when women participate in sports, they continue to be constructed as different and evaluated by a masculine standard, which reinforces male dominance and renders women as less-than" (Antunovic & Hardin, 2015, p. 663).…”

Section: Context and Conceptual Approachmentioning

confidence: 99%

Exploring (Semi) Professionalization in Women’s Team Sport Through a Continuum of Care Lens

O’Brien

Taylor

Hanlon

et al. 2023

Journal of Sport Management

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Professional team male-dominated sports have been built on masculine values; however, these values are challenged by the increasing number of women athletes entering this workplace. In this research, we explore the suitability and gender appropriateness of existing management processes and practices through three women’s professional and semiprofessional leagues. Drawing on a feminist perspective of continuum of care, players (n = 36) and organizational representatives (n = 28) were interviewed to gain insights into how athletes and organizations contend with their rapidly evolving workplaces. Framed around the values of affirmation, empowerment, and belonging, the continuum of care contrasts players’ everyday experiences of care with how organizations administer care. The research contributes through application of the feminist continuum of care. We present considerations for the management of female professional athletes in ways that are careful and an alternative value system that is affirmative, inclusive, and empowering.

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Section: Context and Conceptual Approachmentioning

confidence: 99%

Exploring (Semi) Professionalization in Women’s Team Sport Through a Continuum of Care Lens

O’Brien

Taylor

Hanlon

et al. 2023

Journal of Sport Management

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“…This includes but is not limited to women of color, queer women, women with disabilities, women representing religious minorities, and women from lower social classes (45,(53)(54)(55)(56)(57). The premise is that women's sport typically favors women with privilege and power (45,52,59), so when women who lack these structural advantages participate, they are challenging the norms of women's sport. As such, for example, when a woman athlete holds a marginalized racial or ethnic identity, everyday resistance within women's sport is more likely to manifest (5,6).…”

Section: Everyday Resistance Within Women's Sportmentioning

confidence: 99%

“…Further, what meaning do fans make of women’s sport [c.f. ( 1 , 2 , 59 )]? How do they understand everyday resistance within women’s sport?…”

Section: Everyday Resistance In Future Women’s Sport Researchmentioning

confidence: 99%

Women’s sport and everyday resistance

Isard¹,

Melton²,

Macaulay³

2023

Front. Sports Act. Living

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This paper presents a conceptual model to understand the relationship between everyday resistance and women’s sport. Everyday resistance refers to when members of an oppressed group engage in mundane actions (i.e., playing sports) to resist dominant power structures and social norms. After reviewing resistance literature, we identify two levels of everyday resistance for women’s sport: women’s sport as everyday resistance and everyday resistance within women’s sport. The former refers to when women participate in sport, thereby challenging social norms that marginalize women in society and exclude them from sport. The latter refers to how women athletes with intersecting marginalized identities resist the norms of who participates in women’s sport and how, given the norms of sport that privilege whiteness, heteronormativity, and higher social classes among others. The model we introduce advances both sport scholarship and everyday resistance literature and can help scholars conceptualize how women create change in sport and in society—as well as how women athletes create change within women’s sport, specifically.

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“…However, men's sport has long profited from numerous social, historical, and economic conditions which have not been equitably extended to women's sport (Delia, 2020). Similarly, women's sport brands which are parallel to the same men's brand within a portfolio in some cases are 100 years younger (e.g., Doyle et al, 2021). Research is needed to determine how sport brands can grow across various stages of their lifecycle to produce impacts at the brand and portfolio level, as well as how introductions, changes, or removals of brands from within a portfolio impact consumers (Hasaan et al, 2021).…”

Section: [Insert Figure 5 Approximately Here]mentioning

confidence: 99%

Remapping the Sport Brandscape: A Structured Review and Future Direction for Sport Brand Research

Baker

Kunkel

Doyle

et al. 2022

Journal of Sport Management

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Despite consistent interest in sport brands and the multitude of brands in the sport ecosystem, extant knowledge remains fragmented and unstructured. The purpose of this study is to integrate and synthesize extant sport brand research, appraise the current state of knowledge, and suggest future research directions. Following structured literature review guidelines, we coded 179 peer-reviewed articles published in four leading sport management journals between 2000 and 2020. Results reveal increased publications in sport brand research within the four examined journals, as well as opportunities to increase theoretical and methodological rigor. Based on the mapping and critical review of extant literature, we introduce the Sport Brand Ecosystem and Environment and discuss two distinct and complementary areas related to theory and research designs and topical domains to address existent concerns and guide future research directions.

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Seeing the same things differently: exploring the unique brand associations linked to women’s professional sport teams

Cited by 15 publications

References 38 publications

Exploring (Semi) Professionalization in Women’s Team Sport Through a Continuum of Care Lens

Exploring (Semi) Professionalization in Women’s Team Sport Through a Continuum of Care Lens

Women’s sport and everyday resistance

Remapping the Sport Brandscape: A Structured Review and Future Direction for Sport Brand Research

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