Media Representation and Sponsorship of Women's Sports in Azerbaijan: Challenges and Opportunities

This study investigates the factors influencing the sponsorship of female athletes, examining the role of athlete-related, media-related, consumer-related, and external factors. Through a survey of participants within the sports industry, the research highlights the key challenges and opportunities for female athletes in securing sponsorships. The findings emphasize the importance of performance perception, media exposure, fan engagement, and societal attitudes towards gender equality in sports. While performance and media coverage are identified as crucial elements in attracting sponsorship, the research also reveals the challenges posed by cultural stereotypes and consumer perceptions. Recommendations are made for increasing media visibility, fostering greater fan engagement, and addressing gender biases to create a more equitable environment for female athletes. The study contributes to the existing literature on sports sponsorship and gender equality, offering insights for sponsors, sports organizations, and policymakers in promoting female sports.