“Action Sports Athletes as Entrepreneurs: Female Professional Wakeboarders, Sponsorship, and Branding.” Essay
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“Action sports athletes as entrepreneurs: Female professional wakeboarders, sponsorship, and branding.”
The author of this article is Denise L. Parris, who is currently a visiting assistant professor of Business and Social Entrepreneurship at Rollins College. She is not only a professor, but is a former professional wakeboarder, water skier and ice skater that relates to the study within this article. Her purpose for writing this article was to explore “the sport of wakeboarding to examine how its female practitioners need to become entrepreneurial in order to make a living from the sport.” Building on the purpose, the claim of this article states that “ The significance and inter-relationship of sponsorship and self-branding/promotion figure prominently. Costs of competing are high in the best of circumstances, and nearly insurmountable without corporate backing.” This claim is essentially saying that female practitioners of wakeboarding have to be entrepreneurs in order to be able to sustain themselves and make a living from the sport.
They key terms that are stated in this article include female athletes, entrepreneurs, branding, sponsorship, and finally, action sports. On page three, quite early on, Parris spends a significant portion discussing and defining a few of her key terms. Regarding the term ‘entrepreneurship’, she says that “Entrepreneurship involves radical change and demands novelty and creation, either bringing an entirely new market into existence or enhancing an existing market in a significant way.” When discussing sponsorship and corporate branding she brings up how “Students should be made aware of the household purchasing power that females control. Perhaps the uniqueness of wakeboarding would help the sport recruit firms that would not normally spend their advertising dollars buying sports sponsorships.”
One of the main points