A Qualitative Examination of Disability Sport Executives’ Perceptions of Sport Promotion and the Acquisition of Sponsors

While research exists on the marketing of disability sport (Byon, Carroll, Cottingham, Grady, & Allen, 2011), researchers have not yet examined disability sport executives’ perspectives on marketing, promotion, and sponsorship. The purpose of this study was to examine three disability sport (i.e., International Wheelchair Rugby Federation, International Tennis Federation, and United States Tennis Association) executives’ perspectives of sport marketability and the acquisition of sponsors. Key findings include execu tives’ mixed-support for webcasting, television coverage, and the need to develop strategic partnerships and effective implementation of traditional sponsorship (e.g., corporate social responsibility and specific prod uct sponsorship). Notwithstanding some reservations, executives also stated that presenting athletes with disabilities as inspirational would likely benefit visibility and market share.