Exploring subjective social inclusion of paralympic athletes in marketing communication

ABSTRACT

Research question:

This study explores the subjective social inclusion (SSI) of athletes with disabilities, describing elements that, from an athlete's viewpoint, either promote or hinder their inclusion in marketing communication.

Research methods:

This research adopts an exploratory approach due to the scarcity of studies that link athletes with a disability to marketing communication. Data are collected through semi-structured interviews with 16 Paralympic athletes. Data is analyzed in two phases. In the first phase, an inductive approach is employed using thematic analysis. In the second phase, a deductive approach is utilized, considering the dimensions of the SSI.

Results and Findings:

Three themes are identified through a thematic analysis. The first theme, ‘Enabler’, pertains to factors that facilitate the integration of Paralympic athletes into marketing communication. The second theme, ‘Preventer’, contrasts with the first, highlighting barriers to such inclusion. A third, ‘Auxiliary’ theme, offers pertinent insights beyond the scope of the enabler and preventer themes. These themes are interconnected and explored within the SSI context.

Implications:

This study explores the link between athletes with disabilities and marketing communication, an area in which research is currently sparse. Specifically, this marks the inaugural study that explores the experiences and perceptions of athletes with disabilities within the sphere of sport marketing and sponsorship. Thus, it enriches the developing body of literature on marketing diversity in sport and offers an enlightening perspective on the role athletes with disabilities can play in this domain.

KEYWORDS:

• Advertising
• representation
• participation
• inclusion
• disability

Disclosure statement

No potential conflict of interest was reported by the author(s).