Gender Equity in Sponsor Decision-Making: A Quantitative Investigation of Sponsor Retention for Women’s Sport Sponsorship
A summary of the research:
The article "Gender Equity in Sponsor Decision-Making: A Quantitative Investigation of Sponsor Retention for Women’s Sport Sponsorship" by Jonathan A. Jensen and Danielle Kushner Smith explores whether companies are equally likely to renew sponsorships for women’s sports as they are for men’s. Analyzing over 750 event title sponsorships, the study finds no significant difference in retention rates between male and female sports sponsorships. This suggests that sponsors receive similar or even greater returns on investment (ROI) from women’s sports, challenging assumptions that men’s sports offer better sponsorship value. The study applies exchange theory, arguing that the benefits sponsors receive from women’s sports properties are comparable to those in men’s sports, reinforcing the financial viability of investing in women’s athletics.
The research highlights the growing commercial appeal of women’s sports, driven by increased corporate social responsibility efforts, media visibility, and changing industry attitudes. While overall investment in women’s sports remains significantly lower than in men’s, the study suggests that brands can achieve meaningful engagement and positive brand perception through these sponsorships. The findings encourage firms to continue investing in women’s sports and provide sport marketers with data to support securing sponsorships in a historically underfunded space.
Key Takeaways
Sponsor retention rates for women’s sports are similar to those for men’s sports, indicating strong commercial viability.
Companies investing in women’s sports can achieve comparable or even greater ROI, contradicting the perception that men’s sports offer better sponsorship value.
The study supports continued corporate investment in women’s sports, emphasizing their growing market potential and brand engagement benefits.
Authors: Jonathan A. Jensen and Danielle Kushner Smith
You can read the entire article here.
