Mega-Sport Events: Impact on Women Opportunities in Sponsorship and Their Brand Image

Maeva D.

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Mega-Sport Events: Impact on Women Opportunities in Sponsorship and Their Brand Image

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Themes

Mega-sport events, sports events, impact, women opportunities, sponsorship, brand image, men, equity, equality, gender equality, women sponsorship, sports, sports industry, women's league, Industrial Revolution, 19th century, Olympic Games, female athletes, male athletes, sporting events, brand ambassadors, Summer Olympics, World Cup, sports field, sport, abuse, sports business, target audience, media coverage, broadcasting, women marketing, UN Women, UN United Nations, media, sponsoring, sponsors, social media, women's game, gender equity, social equality, Title IX, government, social equality law, discrimination, SDGs Sustainable Development Goals, business, sports stakeholders, Nike, Adidas, Visa, FIFA sponsors, FIFA, football, tennis, campaign, social media following, Women's Sports Trust, female ability, sports market, sports apparel, sports fans, awareness, France, the United States of America, survey, sports lovers, professional soccer, basketball, soccer, professional basketball, NCAA National Collegiate Athletic Association, Alex Morgan, feminism, USA Women's Soccer team, swimming, European sports, OTT Over-The-Top service, Pusarla Venkata Sindhu, Serena Williams, Shelly Ann Fraser, Simone Biles, athletes

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Abstract

"Sport has the power to change the world," declared Nelson Mandela in his famous speech at the first Laureus World Sports Awards in Monaco in 2000. According to research done by A.T. Kearney, the global sports market is worth somewhere between $480 billion to $620 billion. Over and above the huge market and the endless opportunities in the sports industry, sport can be a passion, a way of life, a motto or can be used as a tool to improve relationship within a company, create social links, be an extra activity and hobby, also used as a way to evacuate pressure and decrease anxiety. This field brings together many advantages more than just the physical appearance and losing weight, such as work ethic, commitment, excelling oneself, respect and also self-love and mental health and stability. Sport is a way to learn core values regarding diversity, acceptance, respect of yourself and others, discipline, respect of the rules and collective thinking. Nowadays, sport is used to different aims and is a trendy tool and industry that involves all the time. Indeed, sport can benefit from social interaction and humans, companies and professional areas, economic issues and people's and firm's core values and strategy to set goals and objectives. The sports industry has different sides, complexities and specific aspects and represents my research field for this thesis.

Introduction
1. Preamble of impacts of mega sporting events and data
2. Research question
3. Hypothesis, objectives and research design
Literature Review
1. Introduction of brand image and sponsorship in the sport field
2. Brand image of women athletes
3. Brands boosting the women marketing in sport
4. Conclusion
Methodology
1. Introduction: Methodological choice and strategy
2. The quantitative research
3. The qualitative research
Results
1. Quantitative research
2. Qualitative research
Hypotheses and Recommendations
1. Validation of the hypothesis
2. Recommendations
Conclusion

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[...] Figure Average price of a 30 second super bowl commercial Positive and Negative Impacts of Mega Sporting Events During mega sporting events, the hosting country wants to showcase political and economic power with innovation in infrastructure, accommodations, and transportation alongside the country's image and reputation. In addition to those three elements, there are the costs and the incomes which are very different from an event and a mega event. The last parameter is the impacts on the host country's infrastructure, transportation, resources, and population. Indeed, mega sporting events like The Olympic Games, The World Cups, `Le Tour de France', Roland Garros, or the Super-Bowl for example have tremendous positive impacts on the host country, all the stakeholders, and the athletes. [...]

[...] Mega-Sport Events: Impact on Women Opportunities in Sponsorship and Their Brand Image Professional Research Dissertation Sport Business Master's Degree Session of September Table of Contents I. Introduction 4 A. Preamble of Impacts of Mega Sporting Events and Data Positive and Negative Impacts of Mega Sporting Events Strategies to Improve Mega Event Image 6 B. Research Question Research Field Research Theme Research Topic 8 C. Hypothesis, Objectives and Research Design Hypothesis Objectives Design 10 II. Literature Review 10 A. Introduction of Brand Image and Sponsorship in the Sports Field 10 B. [...]

[...] MD: According to you, what are the opportunities to increase the visibility and image of women's sport? AA: Display their performance on mainstream television as we do for men's competitions. Create incentives for people to attend women's sports events. To give you an example, I went to a women's championship game in Madrid last year and the arena was full, tens of thousands of people. The reason being the tickets were a bit cheaper than usual, but the attendance was an all-time record for men and women MD: What do you think about the impact of mega events, like the World Cup, on women's sport? [...]

[...] On the 51 answers people said that they are watching basketball people are watching football and 20 people are watching soccer with percentages equal to 39,2% (respectively). The fourth place goes to Tennis with 33.3%. Indeed, these data are making sense because the people who answered the survey were from the USA and France and the most famous sports in those 2 countries are the one listed. On only 2 persons don't watch sport at all. Martial arts, Motorsport and Boxing are also kind of popular in Europe and the United States. [...]

[...] Figure 11: Worldwide footwear sales. Figure 12: Brand value worldwide. Figure 13: Women's sports sponsorship growth. Figure 14: The Sponsorship actions regarding women in sports. Figure 15: Comparison between qualitative and quantitative research. Figure 16: Research design for the dissertation. Figure 17: Survey design. Figure 18: Do you watch sports? Figure 19: Types of sport Figure 20: Men's league viewers Figure 21: Women's league viewers Figure 22: Why are you not watching the women's league? Figure 23: Women as ambassadors Figure 24: Women vs. [...]

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