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Gender Equity in Sponsor Decision-Making: A Quantitative Investigation of Sponsor Retention for Women’s Sport Sponsorship
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.