Overview

Based on the current state of research on sports marketing, disabled sports and sponsorship, an interview guide was developed for a qualitative expert survey of athletes, sponsors and associations. This was followed by an evaluation and theoretical feedback in the form of a comparison of the data collected with existing models. The conclusion drawn from the evaluation and theoretical analysis is that sponsorship is essential for the professional practice of top-level disabled sports, with the criteria being fundamentally identical to those for non-disabled sports. From the perspective of companies, it is clear that sponsorship in disabled sports can convey additional values such as crisis resilience, especially in saturated markets. With regard to the inclusion of disabled athletes in non-disabled sports, it has become clear that this is desirable in the form of joint marketing activities, but is only possible to a limited extent at the sporting level. Looking ahead, disabled sports must be met with more tolerance, openness and a reduction in reservations.

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