Developing branding strategies to enhance the international marketing of Zimbabwe elite female footballer.

Author

Muhonde, Winnie E.

Title

Developing branding strategies to enhance the international marketing of Zimbabwe elite female footballer.

Abstract

This study is aimed at developing viable branding strategies to improve the international marketing of elite female footballers in Zimbabwe. The research problem was the lack of effective branding and visibility for female footballers in Zimbabwe, and the study responded to a major challenge in the branding of female footballers, that is, low branding and visibility. The study used purposive sampling to include football players, coaches, administrators, and managers in the Zimbabwean Women's Premier Soccer League. A mixed-methods approach was employed, together with qualitative and quantitative methods, to gain both qualitative and quantitative insights about the current situation through interviews and focus groups when it comes to branding. Numerical data were collected through interviews and questionnaires, transcribed, and analyzed using thematic analysis (SPSS) to identify key patterns and themes, and Statistical methods using NVivo. The results suggested that the existing branding strategies were ineffective, with a need for better visibility and more sponsorship. The participant groups suggested that other factors, like limited media coverage and the absence of relatable role models, impeded the international visibility of female athletes. The study therefore recommended a focused branding plan which incorporated workshops and forming partnerships with local businesses for the purpose of improving international branding visibility of Zimbabwean female footballers. The research adds value to debates about gender equality in sport and offers practical solutions to enhance the visibility of female athletes internationally.

Date

June 2025

Publisher

BUSE

Keywords

Branding Strategies

Female Footballers

International Marketing

Cultural Dimensions

Social Media and Athlete Visibility

Supervisor

Mr. T. Chipanga