SPONSORSHIP: a reality check
Dr Daryl Foy Dr Daryl Foy

SPONSORSHIP: a reality check

Entitlement & lack of gratitude among younger athletes in the context of sponsorship is complex and deeply rooted in cultural, social, and psychological factors. Increased visibility, cultural shifts toward individualism, and a hyper-focus on immediate success all contribute to these behaviors. We investigate…photo copyright PUMA RSA

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