Coding scheme used
| Node | Subcodes | Indicators from press releases | Managerial insights (interview themes) |
|---|---|---|---|
| Image Transfer | Athlete endorsement; Event symbolism; Heritage and national identity; Emotional storytelling | References to Olympic/Paralympic values, athletes as brand ambassadors, emphasis on pride, excellence, or courage; visual alignment with Olympic symbols | Managers highlight the emotional value of associating with Olympic ideals; image fit seen as essential for long-term equity |
| Institutional Legitimacy | Sustainability commitment; Social responsibility; Diversity and inclusion; Ethical alignment | Mentions of ESG goals, net-zero targets, community programs, diversity statements, or inclusive messaging | Managers describe legitimacy as a social licence to operate; sponsorship helps translate CSR commitments into visible action |
| Capability Demonstration | Technological innovation; Product integration; Service excellence; Operational competence | Highlighting green technologies, digital transformation, smart infrastructure, mobility systems, or energy solutions | Managers view sponsorship as a proof-of-concept arena; innovation shown through tangible applications at the Games |
| Commercial Platforming | Consumer engagement; Business-to-business networking; Hospitality and client relations; Sales activation | Mentions of promotional campaigns, customer experiences, or hospitality packages; focus on reach and engagement | Managers describe Olympic sponsorship as a catalyst for market expansion and B2B deal-making |
| Hybrid Strategies (Emergent) | Cross-logic integration; Purpose–profit balance; Innovation for inclusion; ESG-driven branding | Overlapping language combining sustainability, innovation, and community; examples of campaigns linking technology to social inclusion | Managers explicitly refer to integration as strategic differentiation; resources are jointly mobilised across departments |
| Paralympic Sponsorship Focus (Cross-cutting) | Disability representation; Inclusive innovation; Accessibility technology; Athlete advocacy | Focus on Paralympic athletes, accessibility, adaptive technologies, or inclusion as corporate value | Managers note Paralympics as an authentic space for DEI communication; strengthens brand empathy |
| Node | Subcodes | Indicators from press releases | Managerial insights (interview themes) |
|---|---|---|---|
| Image Transfer | Athlete endorsement; Event symbolism; Heritage and national identity; Emotional storytelling | References to Olympic/Paralympic values, athletes as brand ambassadors, emphasis on pride, excellence, or courage; visual alignment with Olympic symbols | Managers highlight the emotional value of associating with Olympic ideals; image fit seen as essential for long-term equity |
| Institutional Legitimacy | Sustainability commitment; Social responsibility; Diversity and inclusion; Ethical alignment | Mentions of ESG goals, net-zero targets, community programs, diversity statements, or inclusive messaging | Managers describe legitimacy as a social licence to operate; sponsorship helps translate CSR commitments into visible action |
| Capability Demonstration | Technological innovation; Product integration; Service excellence; Operational competence | Highlighting green technologies, digital transformation, smart infrastructure, mobility systems, or energy solutions | Managers view sponsorship as a proof-of-concept arena; innovation shown through tangible applications at the Games |
| Commercial Platforming | Consumer engagement; Business-to-business networking; Hospitality and client relations; Sales activation | Mentions of promotional campaigns, customer experiences, or hospitality packages; focus on reach and engagement | Managers describe Olympic sponsorship as a catalyst for market expansion and B2B deal-making |
| Hybrid Strategies (Emergent) | Cross-logic integration; Purpose–profit balance; Innovation for inclusion; ESG-driven branding | Overlapping language combining sustainability, innovation, and community; examples of campaigns linking technology to social inclusion | Managers explicitly refer to integration as strategic differentiation; resources are jointly mobilised across departments |
| Paralympic Sponsorship Focus (Cross-cutting) | Disability representation; Inclusive innovation; Accessibility technology; Athlete advocacy | Focus on Paralympic athletes, accessibility, adaptive technologies, or inclusion as corporate value | Managers note Paralympics as an authentic space for DEI communication; strengthens brand empathy |
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.