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The chapter details the development of one of the most lucrative professional sports for women in the world, while drawing attention to institutionalised issues of racism and sexism in the sport. We discuss the history of women in professional golf, from the roots of the Ladies Professional Golf Association (LPGA), through the modern-day game where women now play for large sums of money each week. We then shed light on the development of a global tour which started with the likes of Annika Sorenstam, Lorena Ochoa, and Se Ri Pak dominating a once Americentric tour, and how the LPGA struggled to embrace this cultural shift via the Five Points of Celebrity marketing plan and the contentious English-speaking rule. The discussion then moves to focal point of the chapter: the US media's reaction to long-time American professional golf coach and former radio broadcaster Hank Haney's disparaging comments before and at the conclusion of the 2019 Women's US Open. Twenty-five articles were collected from US golf and sport media outlets and coded resulting in four themes: (1) a downplaying of the remarks, (2) ambivalence to the women's game, (3) a privileging of men, and (4) a global tour. The chapter concludes with remarks that highlight the media's struggle to find the appropriate framing and language to cover the incident and how an intersectional approach reveals that oppression of women on the LPGA Tour exists beyond gender.

The purpose of this study was to examine stock price abnormal returns following title sponsorship announcement and event date of NASCAR, the PGA Tour, and the LPGA Tour. For this purpose, the authors used event study analysis where the analysis measures the impact that a specific event has on stock prices by comparing actual stock returns to estimated returns (Spais & Filis, 2008). An event study analysis demonstrated that title sponsors for the LPGA Tour and NASCAR garnered significant stock price increases on both the announcement date and the event date. The moderator tests suggested that high image congruence and high-technology related sponsorships assumed a key role in stock price increases.

The coronavirus (COVID-19) pandemic in early 2020 prompted widespread global lockdowns as the world looked to contain and reduce the impact of the virus, including a pause on most sporting competitions (Parnell et al., 2020). COVID-19 has greatly affected the world, exposing stark inequalities, especially across gendered lines, in areas of society such as the labour market, domestic responsibility and economic hardship (Alon et al., 2020). Sport is a crucial, interwoven aspect of society and like wider societal trends, elite women's sport has been adversely affected by the pandemic, facing an existential threat (Bowes et al., 2020; Clarkson et al., 2020; Rowe, 2020). The aim of this chapter is to provide an overview of how the pandemic is negatively impacting a wide variety of elite women's sports. Specifically, we cover sports where women have traditionally existed on the margins of the sport and could be considered as male-dominated labour industries. Centring primarily on the United Kingdom, we present a brief chronology of the impact of the crisis on elite women's sport, across football, rugby, cricket and golf – in many ways different from the men's versions – spanning the eight months since the start of the pandemic in March 2020 until the time of writing in November 2020. Throughout, the chapter utilises qualitative data from elite sportswomen encouraged to share their experiences during the pandemic (see Bowes et al., 2020). Subsequently, this chapter concludes with a summary of the challenges for women operating in (semi-)professional sports environments.

The purpose of this paper is to examine the relationships among an individual athlete’s brand equity, overall spectator satisfaction at sporting events and behavioral intentions.

The convenience sampling method was used when approaching potential participants among spectators of the LG Whisen Rhythmic All Stars 2013, a sporting event in which celebrated sports players perform choreographed dance routines. A total of 350 surveys were completed in Go-Yang, South Korea. Of the surveys collected, 20 were discarded due to excessive missing values, resulting in 330 usable surveys.

Using structural equation modeling, this study found that the brand equity of an individual athlete positively and directly affects the overall sporting event satisfaction and behavioral intentions, including re-purchase and word-of-mouth intentions among event attendees, which are factors that are mediated indirectly by satisfaction.

This study shows that the brand equity of an individual athlete can increase the spectator satisfaction levels in a similar manner to the brand equity of a sports team or product.

After the first transgender athletes participated in the 2020 Tokyo Olympics, some called for the immediate exclusion of transgender women in sports while others argue that this exclusion is discriminatory behaviour in violation of human rights law. Under current standards, the International Olympic Committee (IOC) has sought to address the balance between fairness and inclusion by allowing eligibility to be decided on a sport-by-sport basis for all transgender athletes (IOC, 2021). What if an international federation or national governing body concludes that transgender athletes should be prohibited or subjected to rigorous conditions for participation? Would those qualifications stand up to legal challenge by an affected athlete? Will some athletes have better legal protection based on the location of their challenge?

The United States (US) and United Kingdom (UK) have domestic legal provisions that protect transgender individuals from discrimination based on their gender identity whereas the European Union (EU) includes protections based on sex alone (Patel, 2021). This chapter will discuss transgender inclusion policies in Olympic sport and address how potential challenges to the policies will be handled in court using existing case law. Legal precedent in similar challenges is rare. However, when eligibility policies do not explicitly ban transgender athletes or appear to be a targeted response to a specific athlete or individuals, it becomes more likely that those policies will not be considered discriminatory. Courts are hesitant to interfere in a governing body's policies if that organization appears to have a legitimate reason for its sport governance decisions.

Rigid environments, those with exceptionally strong cultural and traditional barriers to change, present unique challenges for institutional entrepreneurs attempting to initiate change. We utilize such a setting to examine what support mechanisms, both individual and contextual, have been utilized when attempting change in rigid environments. We examine the case of successful and unsuccessful attempts to make golf more inclusive to women. Our research supports the claim that rigid environments require more complex combinations of support mechanisms than other settings, illustrating the importance of institutions in both enabling and constraining change in such settings.

This chapter introduces and sets the scene for a discussion on women's sport in a professional era. Initiated in the wake of the second-wave feminist movement in America in the 1950s with the professionalisation of golf and tennis, the move for other women's sports to be professionalised has been slow, sporadic and marred with difficulties. However, since the turn of the twenty-first century, there have been significant changes in the landscape of elite women's sport. Alongside an overview of the developments in elite level women's sport, we conceptualise the terms ‘professionalisation’, ‘professional’ and ‘professionalism’. Furthermore, the chapter identifies the scope of the book, drawing upon the importance to consider women's sport as distinct from men's sport and identifying issues that are specific to female athletes, such as maternity and the gender pay gap. We also recognise the diverse and multiple nature of women's identities, highlighting the intersectionality of female athletes in professional sport (specifically around race/ethnicity, gender and sexuality, and national identity).