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Content Analysis of Female Athlete Endorsers in UK Sports Magazine Advertisements.pdf (249.22 kB)

Content Analysis of Female Athlete Endorsers in UK Sports Magazine Advertisements

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posted on 2019-05-23, 21:07 authored by Emmanuel MogajiEmmanuel Mogaji

Despite an increased level of females’ participation in sports, the media coverage is still very low and inadvertently the use of female athletes as product endorsers has received limited attention. The purpose of this study is to provide an empirical insight into the frequency and nature of portrayals of female athlete endorsers in UK Sports Magazine by replicating Grau et al (2007)’s earlier study carried out in USA over ten years ago. Results of the content analysis indicate that females are seldomly featured as brand endorsers, female in team sports and from black ethnic minority group are less likely to be featured as brand endorsers. The study offers theoretical knowledge and practical implication for managers to ensure female athletes are well positioned and given the opportunity to be commercially viable.


Declaration of conflicts of interest


Corresponding author email

Lead author country

  • United Kingdom

Lead author job role

  • Higher Education Researcher

Lead author institution

University of Greenwich

Human Participants

  • No


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