Promote the “wow”: (mis)representation, perception and reception of media promotion on wheelchair rugby

Abstract

Purpose

This phenomenological study aims to explore how media promote and should promote wheelchair rugby.

Design/methodology/approach

Semi-structured interviews were conducted with 31 athletes at National Wheelchair Rugby Championship. In using a reflective thematical analysis approach, three themes were identified – media coverage: the promise of an unknown quantity; the battle of inspiration and athleticism; and leverage marketing and promote the “wow”.

Findings

Lacking fair representation from media resulting in the perception and reception gap between the general public and spectators was identified and explained by most of the athletes. Besides urging increased coverage with a shifting focus on athleticism, the important role of marketing was highlighted.

Originality/value

In short, the “wow” factor of the sport is its aggressiveness which can be its bestselling feature and used by stakeholders for maximum impact when marketing wheelchair rugby.

Citation

Hu, T., Cottingham, M., Shapiro, D. and Lee, D. (2023), "Promote the “wow”: (mis)representation, perception and reception of media promotion on wheelchair rugby", International Journal of Sports Marketing and Sponsorship, Vol. 24 No. 3, pp. 470-484. https://doi.org/10.1108/IJSMS-03-2022-0060