“You Are the Brand”: Examining the Experience of Person–Environment Fit in National Collegiate Athletic Association Athletes’ Pursuit of Name, Image, and Likeness Sponsorship
Qualitative analysis reveals complex dynamics of person-environment fit in NCAA athletes' sponsorship journey, pointing to strategies for effective negotiation.
Key Points
Athletes' experiences in pursuing sponsorship highlight the importance of person-environment fit, which is vital for successful outcomes.
The study draws on interviews with 26 athletes and focus groups with 24 participants, uncovering motives and dimensions of fit.
Using a constructivist grounded theory approach, the research identifies key facets of the fit experience and consequences of misfit.
This work suggests that understanding motivations and strategies can enhance athletes' positioning for name, image, and likeness opportunities.