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Action sports athletes as entrepreneurs: Female professional wakeboarders, sponsorship, and branding

Author

Listed:
  • Denise L. Parris
  • Michael L. Troilo
  • Adrien Bouchet
  • Jon Welty Peachey

Abstract

This teaching case explores the sport of wakeboarding to examine how its female practitioners need to become entrepreneurial in order to make a living from the sport. Students ponder the financial pressures of becoming a professional female wakeboarder, and how to sustain momentum once one turns professional. The significance and inter-relationship of sponsorship and self-branding/promotion figure prominently. Costs of competing are high in the best of circumstances, and nearly insurmountable without corporate backing. Obtaining such support requires a healthy degree of marketing oneself. The female riders offer a number of anecdotes and recollections providing salience to issues concerning sustainability and gender inequity. Male riders may earn up to four times more on tour than female riders and there is pressure to adapt to the “boys’ club” to advance one's career. Earning a living through involvement in wakeboarding is difficult for women. Models of entrepreneurism are provided to guide student discussion in developing strategies to overcome issues for female wakeboarders making the sport financially attractive for female competitors.

Suggested Citation

  • Denise L. Parris & Michael L. Troilo & Adrien Bouchet & Jon Welty Peachey, 2014. "Action sports athletes as entrepreneurs: Female professional wakeboarders, sponsorship, and branding," Sport Management Review, Taylor & Francis Journals, vol. 17(4), pages 530-545, October.
  • Handle: RePEc:taf:rsmrxx:v:17:y:2014:i:4:p:530-545
    DOI: 10.1016/j.smr.2013.12.005
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    Cited by:

    1. Guillaume Dumont & Mart Ots, 2020. "Social dynamics and stakeholder relationships in personal branding," Post-Print hal-02312404, HAL.
    2. Anne Tjønndal, 2016. "Sport, Innovation and Strategic Management: A Systematic Literature Review," Brazilian Business Review, Fucape Business School, vol. 13(Special I), pages 38-56, November.
    3. Dumont, Guillaume & Ots, Mart, 2020. "Social dynamics and stakeholder relationships in personal branding," Journal of Business Research, Elsevier, vol. 106(C), pages 118-128.

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