Morehead State University
The impact of Gender on Sponsorship in Collegiate Cheerleading
Grade Level at Time of Presentation
Freshmen
Institution 24-25
Morehead State University
Faculty Advisor/ Mentor
Steve Shih-Chia Chen
Department
Business Administration
Abstract
Sponsorships are crucial for the survival and operations of athletic programs, but historically, they have favored male-dominated sports, reflecting broader gender inequalities. Cheerleading, a female-oriented sport, faces unique challenges in securing sponsorships due to feminine stereotypes and its non-NCAA-sanctioned status. This study explored how gender influences sponsorship opportunities in collegiate cheerleading, using qualitative data from interviews with a dozen small business owners and potential sponsors. The research examined the sponsors’ decision-making processes, the perceived value of sponsoring male or female athletes, and social biases that contribute to funding disparities.
Three key rationales emerged for sponsorship engagement: (1) target audience demographics, (2) brand visibility, and (3) potential financial benefits. While small business owners expressed a willingness to support female athletes, they noted that limited budgets and the desire for measurable advertising returns often shaped the extent of sponsorship. Some sponsors believed male teams received more attention and funding, while others acknowledged the rising value of female athletes' social media influence, particularly in Name, Image, and Likeness (NIL) deals. Additionally, the study revealed a gap in outreach by cheerleading teams, with many potential sponsors unaware of available opportunities. Businesses suggested that tailored strategies, such as fundraisers, product promotions, or social media campaigns, could enhance sponsorship effectiveness, benefiting both sponsors and athletes.
These findings highlight the need for more inclusive sponsorship practices and offer practical recommendations for collegiate cheerleading teams to improve engagement with potential sponsors. Further research is needed to quantify the economic impact of these partnerships and examine how gendered perceptions evolve as NIL opportunities continue to expand.
The impact of Gender on Sponsorship in Collegiate Cheerleading
Sponsorships are crucial for the survival and operations of athletic programs, but historically, they have favored male-dominated sports, reflecting broader gender inequalities. Cheerleading, a female-oriented sport, faces unique challenges in securing sponsorships due to feminine stereotypes and its non-NCAA-sanctioned status. This study explored how gender influences sponsorship opportunities in collegiate cheerleading, using qualitative data from interviews with a dozen small business owners and potential sponsors. The research examined the sponsors’ decision-making processes, the perceived value of sponsoring male or female athletes, and social biases that contribute to funding disparities.
Three key rationales emerged for sponsorship engagement: (1) target audience demographics, (2) brand visibility, and (3) potential financial benefits. While small business owners expressed a willingness to support female athletes, they noted that limited budgets and the desire for measurable advertising returns often shaped the extent of sponsorship. Some sponsors believed male teams received more attention and funding, while others acknowledged the rising value of female athletes' social media influence, particularly in Name, Image, and Likeness (NIL) deals. Additionally, the study revealed a gap in outreach by cheerleading teams, with many potential sponsors unaware of available opportunities. Businesses suggested that tailored strategies, such as fundraisers, product promotions, or social media campaigns, could enhance sponsorship effectiveness, benefiting both sponsors and athletes.
These findings highlight the need for more inclusive sponsorship practices and offer practical recommendations for collegiate cheerleading teams to improve engagement with potential sponsors. Further research is needed to quantify the economic impact of these partnerships and examine how gendered perceptions evolve as NIL opportunities continue to expand.