The Role of Group and Individual Endorsements in Shaping Para Athlete Performance

Abstract

This study explores the impact of endorsements on the performance of Para Athletes in Kenya, focusing on dimensions such as athletic expertise, competitive style, sportsmanship, and rivalry, guided by the Athlete Brand Image model. Using an exploratory case study design, twenty Para Athletes were selected through theoretical sampling, with data collected via in-depth interviews and observations, supplemented by a pilot study to ensure validity and reliability. Grounded theory analysis revealed a significant lack of endorsement opportunities, with most athletes reporting limited or no interaction with sponsors. Two key themes emerged: the absence of structured endorsement support and the critical role of leadership within Para Sports in shaping the endorsement landscape. Participants unanimously expressed willingness to embrace endorsements, citing potential benefits such as improved training, motivation, visibility, and financial support. The findings underscore the urgent need to reconfigure organizational structures within the Kenya Paralympics movement to foster endorsement opportunities. Addressing these gaps can promote inclusivity, enhance athlete well-being, and strengthen competitive performance.