Meaning transfer in sports news and sponsorship: promoting Canadian Olympic triathlete Simon Whitfield

Simon C. Darnell (Graduate Department of Exercise Sciences, Faculty of Physical Education and Health, University of Toronto, 55 Harbord Street, Toronto, ON M56 2W6)
Robert Sparks (School of Human Kinetics, University of British Columbia)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Publication date: 1 January 2007

Abstract

This paper critically examines the processes of meaning creation and transfer in sports celebrity endorsements. It uses findings from a qualitative case study that investigated how Canadian journalists covered Simon Whitfield's gold medal win in the inaugural men's triathlon Sydney Olympic Games in 2000, and how sponsors subsequently capitalised on his media image. The results highlight key factors that influence Olympic sports reporting and their implications for leveraging an Olympic athlete's media image as part of a product endorsement strategy.

Keywords

Citation

Darnell, S. and Sparks, R. (2007), "Meaning transfer in sports news and sponsorship: promoting Canadian Olympic triathlete Simon Whitfield", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 2, pp. 44-63. https://doi.org/10.1108/IJSMS-08-02-2007-B006

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2007 by Winthrop Publications Limited

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