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Articles on Sports sponsorship

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Nike has made it clear that its support of Hockey Canada is contingent on the organization behaving in a transparent and accountable manner. THE CANADIAN PRESS/Jeff McIntosh

What the end of Nike’s sponsorship means for Hockey Canada

The unique relationship between Nike and Hockey Canada makes the end of their decades-long sponsorship especially notable.
A United States women’s national team member takes a shot during a FIFA Women’s World Cup send-off soccer match in San Jose, Calif., on July 9, 2023. Sponsorship and marketing deals with women athletes are often performative and exploitative. (AP Photo/Josie Lepe)

FIFA Women’s World Cup: Professional women athletes are still fighting for equitable sponsorship

While positive change has been seen, especially surrounding this year’s Women’s World Cup, there is still much work to be done by organizations governing women’s professional sports.
Naomi Osaka is the first Japanese woman to claim a Grand Slam singles title. AAP

Women in sports: double standards a double fault

Sexism in sport plays out on and off the field. Differences in marketable qualities for endorsement deals as well reactions to male versus female athletes behaving badly are evidence of this.
Spectators can attribute the positive qualities of the sport they’re watching to the supplements and sports drinks being promoted. vijay chennupati/Flickr

Sport sponsorship lends halo to supplements and sports drinks

Sporting bodies shouldn’t unconditionally accept sponsorship from nutritional supplements and sports drinks companies because a link with sports lends undue credibility to these unproven products. In an…
Ian Thorpe in 2012. In 2014, do sponsors still only back certain sporting stereotypes that support social norms? AAP/ Ben Macmahon

Sexuality and swimmers: why Thorpe’s story made a splash

Ian Thorpe is unpopular with some critics, despite a largely positive reaction when he came out last weekend. The issue is money. Stories are circulating that he was warned prior to the 2000 Olympic Games…

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