Loughborough University
Geurin SBM Manuscript 2020 accepted.pdf (264.55 kB)

Sport brand ambassadors' experiences in sponsored user-generated branding programs

Download (264.55 kB)
journal contribution
posted on 2020-09-14, 13:26 authored by Andrea GeurinAndrea Geurin
Purpose:The purpose of this study was to develop an initial understanding of sport brand ambassador participants' experiences in sponsored user generated branding (UGB) programs to assist sport organizations in developing the most mutually beneficial brand ambassador programs possible. Design/methodology/approach: Semi-structured interviews were held with six individuals who serve as brand ambassadors for various sport brands. Data were analyzed using qualitative thematic analysis. Findings: Participants were intrinsically motivated to serve in brand ambassador roles. Their experiences were impacted by whether their personal expectations were met, perceived relationship with the brand, perceived value to the brand, and perceived amount of work involved. They reported the best aspects of participation were a sense of community and free products and/or discounts. The most challenging aspects included not wanting to come across as a marketer, self-inflicted pressure to perform a certain way for the brand, pressure to purchase products, and lack of clear communication from the brand. Research limitations/implications: As this study was qualitative, the findings are unique to the participants and the brands they represent. Therefore, the findings may be used to guide other research and brands but are not generalizable. Practical implications: Sport brands wishing to employ sponsored UGB strategies such as brand ambassador programs must set clear expectations for ambassadors, communicate regularly, and develop a sense of community with and among ambassadors. Originality/value: This study contributes to the limited sport management research on sponsored UGB and offers theoretical and practical implications in the areas of sport marketing and branding.


North American Society for Sport Management (NASSM) through the Janet B. Parks NASSM Research Grant.



  • Loughborough University London

Published in

Sport, Business and Management


Emerald Publishing Limited


  • AM (Accepted Manuscript)

Rights holder

© Emerald Publishing Limited

Publisher statement

This paper was accepted for publication in the journal Sport, Business and Management and the definitive published version is available at https://doi.org/10.1108/SBM-08-2019-0065.

Acceptance date


Publication date


Copyright date







  • en


Dr Andrea Geurin. Deposit date: 10 September 2020

Usage metrics

    Loughborough Publications


    No categories selected