Latin American disability sport programmes are an important economic and social component of sport with a strong presence in the Paralympic Games, impressive results at international competitions and growth in domestic programming.
Yet current marketing research offers no data that is specific to Latin American disability sport promotion. The purpose of this study was to explore the current strategies of marketing disability sport in Latin American countries and factors that influence these strategies.
Nine participants representing disability sport organisations in six countries were interviewed with results transcribed and analysed using the constant comparative method. Among other findings, results indicated that governmental support varied across Latin American nations as did professional training and the formality of marketing plans, which impacted short and long term organisational goals.
General themes such as problematic perceptions of athletes with disabilities, surrounding cultural stereotypes, and level of media involvement also impacted strategic planning and resource acquisition.
[This article has been edited by the Operating Team]
Activity