Sportswomen as Brand Ambassadors: Prospects, Challenges and Possibilities

Abstract

Research has shown that sportswomen are not being given the same opportunities as sportsmen to earn sponsorships from brands to become brand ambassadors. Sportsmen appear to be more favoured by brands as they have higher profiles, can attract a larger audience and increase profit margins. The challenges, opportunities and prospects for sportswomen to have equal opportunities to improve their commercial viability and boost their revenue with brand sponsorships are investigated in this study. Semi-structured interviews are conducted with 5 brand managers, 15 sportswomen and 10 consumers to explore attitudes and opinions. Results revealed there are opportunities for women to become brand ambassadors, however, there are several key challenges facing the sportswomen including the physical restrictions of being a woman, the cycle of popularity, media coverage, being aware, having the look, a strong media team and a strong moral compass. Opportunities for various stakeholders (including the sportswomen themselves, brand, the media, the government and the public) are discussed to give sportswomen sufficient opportunities to become brand ambassadors