Making Waves Contesting The Lifestyle Marketing And Sponsorship Of Female Surfers

MAKING WAVES Making waves: Contesting the lifestyle marketing and sponsorship of female surfers Roslyn Franklin DipTPE, BEd, MEd School of Education and Professional Studies Griffith University Gold Coast campus Submitted in fulfilment of The requirements of the degree of Doctor of Philosophy April 2012 MAKING WAVES Abstract The surfing industry is a multi-billion dollar a year global business (Gladdon, 2002) Professional female surfers, in particular, are drawing greater media attention than ever before and are seen by surf companies as the perfect vehicle to develop this global industry further Because lifestyle branding has been developed as a modern marketing strategy, this thesis examines the lifestyle marketing practices of the three major surfing companies Billabong, Rip Curl and Quicksilver/Roxy through an investigation of the sponsorship experiences of fifteen sponsored female surfers The research paradigm guiding this study is an interpretive approach that applies Doris Lessing’s (1991) concept of conformity and Michel Foucault’s (1979) notion of surveillance and the technologies of the self An ethnographic approach was utilised to examine the main research purpose, namely to: determine the impact of lifestyle marketing by Billabong, Rip Curl and Quicksilver/Roxy on sponsored female surfers The data collection was conducted over a four-year period and was predominantly based on interviews supported by observation, field notes and document analysis that included the analysis of visual material represented in magazines, newspapers, surf-related websites and DVDs Interviews were conducted with fifteen female surfers who were predominantly sponsored by either Billabong, Rip Curl or Quicksilver/Roxy and included other non-surf-related companies to discuss their sponsorship experiences Four representatives from three manufacturers of global surf wear, Billabong, Rip Curl and Quicksilver/Roxy, were also interviewed in order to determine the motivation, selection criteria and philosophy that will impact on the sponsorship of these female surfers MAKING WAVES Results from this study indicate that lifestyle marketing by the Big Three through sponsorship provides a limited number of female surfers with the opportunity to compete on the professional surfing circuit While there has been a pronounced increase in the number of women and Generation Y girls taking up surfing, their gendered position is continually under surveillance and being shaped by other surfers, spectators, leading sport and surf brands, the media and society in general All of these onlookers make assumptions about how female surfers should look, behave, surf and be represented Therefore, despite the potential of lifestyle marketing to raise the profile of women’s surfing, in the last two decades there appears to be limited improvement in the promotion of this sport This is due to a lack of sufficient funds and support from companies as well as the ongoing control of women’s surfing by the surf companies, the ASP and the media The literature dealing with aspects of effects of commercialisation within the surfing industry and contemporary issues affecting women in the sporting context illuminates the problems being encountered by female surfers The study found that the attributes of female surfers recommended for sponsorship selection were surfing ability, an appropriate look or image, engaging personality and the ability to communicate effectively in public The Big Three confirmed that all four attributes were highly regarded in the sponsorship selection process of female surfers However, the terms and conditions of a sponsorship agreement or contract by the Big Three serve as a form of surveillance over female surfers In order to fulfil the sponsorship requirements of surf companies, female surfers undergo self-surveillance and compliance This self-surveillance takes the form of scrutinising their look, MAKING WAVES dress and behaviour at surfing competitions and events in order to secure media attention Furthermore, the commercialisation of the surfing industry has encouraged the continued use of sexualised images of sponsored female surfers to sell products and increase company profits and has served to devalue women’s surfing performance The conundrum is whether the commercial aspects of lifestyle marketing and sponsorship of female surfers can coexist so that their marketability is not just being used to sell products but is equitable to all concerned My study not only adds new knowledge to the lifestyle marketing and sport literature but may empower female surfers that they can be empowered to make informed decisions regarding their sponsorship In order to develop a deeper understanding about the complexities surrounding surfing as a competitive sport, three recommendations for future research are suggested The first recommendation is to investigate the practices and aspirations of the ASP regarding the future promotion and support of female surfers A second recommendation is to investigate the intentions of non-surf-related companies to gauge and determine the extent of their business interests in women’s surfing Finally, there has been a significant increase in the use of surf-related websites and social networking as marketing strategies by surf companies Therefore, future research examining the impact of modern technology would be meaningful as women’s surfing and other action/lifestyle sports continue to source methods for promotion and growth All three recommendations will help raise awareness about the issues surrounding the future promotion and opportunities for MAKING WAVES amateur and professional female surfers and assist in the future direction of women’s surfing in general MAKING WAVES Originality Statement I declare that that this thesis has not previously been submitted for any other degree or diploma in any university To the best of my knowledge and belief, the thesis contains no material previously published or written by another person except where due reference is made in the thesis itself Roslyn Franklin Date: April 3, 2012 MAKING WAVES Dedication Mary Menhinnitt – March 5, 1920 - May 7, 2012 This thesis is dedicated to the memory of my mother, Mary Menhinnitt, who has encouraged me in all of my endeavours and has always been there for me MAKING WAVES Acknowledgements I am indebted to many people who made completion of this thesis possible I would like to acknowledge and express my thanks to Dr Juliette Goldman, whose mentoring and guidance during my postgraduate studies was an inspiration for me to embark on an academic career I wish to express my sincere appreciation to my PhD supervisors for their assistance and guidance to complete this research To Dr Lorelei Carpenter my sincere gratitude in taking over in a time of need and mentoring me through the final stages of my thesis – for your patience and encouragement, your consistent interest in my work, for being my writing role model – I could not have hoped for a better supervisor I thank Professor James Skinner for his guidance, experience and knowledge in the area of research I would like to thank Professor Kristine Toohey for devoting her time, energy and guidance during the preliminary and final stages of my thesis research I would also like to extend my sincere gratitude and thanks to the School of Education and Professional Studies at Griffith University Gold Coast campus Without the six months leave provided by the School and the Griffith Graduate Centre I would not have achieved my ultimate goal of thesis completion A special mention also, to Associate Professor Peter Grootenboer for his support in the final stages of my thesis, and to my editor Lee Curtis This research would also not have been possible without the willing cooperation from the company representatives from Billabong, Rip Curl and Quiksilver/Roxy Many thanks for the time and effort put into responding to my interview questions A sincere thank you also extends to the sponsored MAKING WAVES female surfers who participated in this research and for their willingness to share their stories and experiences so openly These surfers have assisted in opening the conversations about improving the sponsorship opportunities for future female surfers Finally, I am very grateful to my family and wonderful array of friends for their continual love and support over the years and for their encouragement in helping me to reach my goals I thank my Dad for initiating my love of the ocean and my Mum for her never-ending support and encouragement To Angie, a very special thanks especially for her constant support, encouragement and belief in me to achieve Finally I would also like to thank Angela and Irene, for without their backing I would not have been able to maintain my sanity and focus MAKING WAVES Wheaton, B (2003) Windsurfing: A subculture of commitment In R Rinehart & S Sydnor (Eds.), To the Extreme: 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New South Wales: Palm Beach Press 449 MAKING WAVES Zdravkovic, S (2008) Brand sponsorship: The role of congruence, exclusivity, and repetition on modifying brand associative networks (Unpublished doctoral dissertation) School of Saint Louis University, Saint Louis Zwick, D (2001) Reflections on postmodern ethnography: Textuality, representation, and the subject In C Hallinan & J Hughson (Eds.), Sporting tales: Ethnographic fieldwork experiences (pp 45-59) Sydney, New South Wales: Australian Society for Sport History 450 451 MAKING WAVES Appendices Appendix A: Surf -related Websites Website Billabong Country of Production Australia Web Address Rip Curl Australia http://www.ripcurl.com.au/ Quiksilver Australia http://www.quiksilver.com.au/ Roxy Australia http://au.roxy.com/ Quiksilver Women Australia http://womens.quiksilver.com/ Curl Magazine New Zealand ASP Australia http://www.aspworldtour.com/ Surfing Queensland Australia http://www.surfingqueensland.com/ Surfing Australia Australia http://www.surfingaustralia.com/ Women and the Waves USA http://www.billabong.com.au/ http://www.curl.co.nz/ www.thewomenandthewaves.com Adapted from Boarders, Babes and Bad-Asses: Theories of Female Physical Youth Culture (pp 50, 51 & 52) by H Thorpe, 2007, Unpublished Thesis, New Zealand: University of Waikato 452 MAKING WAVES Appendix B: Surf-related Magazines, Newspapers and DVDs Magazine Title Country of Production Years Analyzed Curl: Girls Lifestyle Magazine New Zealand 2007 - 2010 Surfing Life Australia 2007 - 2010 Pacific Longboarder Magazine Australia 2007 - 2010 Surf life for Women America 2006 - 2007 GC Surf Gold Cast, Australia 2007 - 2010 Newspaper Title Country of Production Years Analyzed The Gold Coast Bulletin Queensland, Australia 2006 - 2010 The Courier Mail Australia 2006 - 2010 The Australian Australia 2006 - 2010 Sunshine Coast Daily Australia 2007 DVD Title Year Production Company Country of Production Aqua Dulce 2004 Bryan Ingraham in association with Bruno Productions USA The Women and the 2009 Graciegirl/Swell Pictures Production USA The Surfer’s Journal Biographies Greats of Women’s Surfing 2002 Opper Sports productions USA Girls Rip 2005 A Burnt toast/Katz Eye Production USA Dear & Yonder 2009 Villa Villa Cola Productions Woodshed Films America Waves Filmed in Australia Adapted from Boarders, Babes and Bad-Asses: Theories of Female Physical Youth Culture (pp 50, 51 & 52) by H Thorpe, 2007, Unpublished Thesis, New Zealand: University of Waikato 453 MAKING WAVES Appendix C: Female Sponsored Surfer Consent Form & Questionnaire Riding the Crest of a Sponsorship Wave: Lifestyle marketing of sponsored female surfers PROJECT INFORMATION SHEET Who is conducting the Name(s) Roslyn Franklin research: School(s) EPS Contact: Phone 07 55528717 0417789019 Contact Email: r.franklin@griffith.edu.au Reasons for the research I am completing a PhD research project for Griffith University, Gold Coast Campus The general purpose of this research is to generate data that will be used to understand and explore how feminine identity is formed through participation in surfing and how surf companies shape that identity through both sponsorship and surfing company organised events I am therefore interested in finding out about your experiences in either how you participate in surfboard riding or to what extent you are involved in sponsorship What you will be asked to I would like you to complete a 15 minute questionnaire concerning your participation experiences and involvement in surfing With your permission I would like you to participate in a follow-up interview or teleconference if you are willing and available The interview would consist of a few questions to add clarity to data already collected and would be conducted at a place convenient to you or perhaps via email or teleconference I look forward to having you join in the project The expected benefits of the research Data generated from this research will investigate: historical factors that have shaped female surf culture? motives behind organised events and promotion of female surfers by the larger surfing companies; how branding and sponsorship practices by Billabong, Rip Curl and Roxy shape the way female surfers are promoted to the public ; and MAKING WAVES whether branding and sponsorship by surf companies assists in raising the profile of women’s surfing This study will also address the recognised need for raising the profile and promotion of girls in the sport of surfing Risks to you I have considered the risk factors involved in your participation in this project and have taken the following steps: I will protect your identity (see “Confidentiality” section below) I will offer a supportive environment during the questionnaire, interview and focus group period and can offer further support and debriefing if required Your confidentiality All information gathered will be confidential Your anonymity will be assured Your name will only be on the questionnaire if you wish to be contacted to participate in a follow up interview or focus group If you agree to participate in a focus group or interview your name will not be used in any documentation after that point Only the researcher and PhD supervisor will have access to information for research and analysis Voluntary participation All participants are assured that their decision to participate in the project is completely voluntary and your decision will not impact upon their relationship with Griffith University Participants are also assured that they can withdraw their consent to be interviewed or take part in a focus group at any time without comment or penalty Obviously it would be problematic for a person to withdraw their consent for research where the data is de-identified and no code key is available to the researchers Questions / further information If at any time you would like to contact me to further discuss any issues I am available at: r.franklin@griffith.edu.au School of Education and Professional Studies Griffith University 5552 8717 The ethical conduct of this research Griffith University conducts research in accordance with the National Statement on Ethical Conduct in Research Involving Humans If you have any concerns or complaints about the ethical conduct of the research project you can contact the Manager, Research Ethics on 3875 5585 or research-ethics@griffith.edu.au Feedback to you Later in the project you will be given the option to meet again to discuss the outcomes of the research so far 454 455 MAKING WAVES Privacy Statement The conduct of this research involves the collection, access and / or use of your identified personal information The information collected is confidential and will not be disclosed to third parties without your consent, except to meet government, legal or other regulatory authority requirements A de-identified copy of this data may be used for other research purposes However, your anonymity will at all times be safeguarded For further information consult the University’s Privacy Plan at www.gu.edu.au/ua/aa/vc/pp or telephone (07) 3875 5585 CONSENT FORM Research Member Name Roslyn Franklin School EPS Contact Phone 07 55528717 Contact Email r.franklin@griffith.edu.au By signing below, I confirm that I have read and understood the information package and in particular that: I understand that my involvement in this research will include asking a short questionnaire and a possible follow up interview or focus group; I have had any questions answered to my satisfaction; I understand the risks involved; I understand that there will be no direct benefit to me from my participation in this research (this may need to be modified for some projects); I understand that my participation in this research is voluntary; I understand that if I have any additional questions I can contact the research person; I understand that I am free to withdraw from the interview at any time, without comment or penalty; I understand that I can contact the Manager, Research Ethics, at Griffith University Human Research Ethics Committee on 3875 5585 (or research-ethics@griffith.edu.au) if I have any concerns about the ethical conduct of the project; and I agree to participate in the project By signing below, I confirm that I have read and understood the information package and in particular have noted that: I would like to participate in an individual interview/teleconference yes/no I give my permission for excerpts to be used in academic and research situations and I understand my identity will remain anonymous on these excerpts: yes/no Name Signature Date / / MAKING WAVES Riding the Crest of a Sponsorship Wave: Lifestyle marketing of sponsored female surfers Name: Birthdate: Country of birth: _ Address: Phone: Ethnic background: Email: This information is confidential and will only be used to contact participants for follow up interview You will remain anonymous unless you give permission to use your name later on You can withdraw from the project at any time by notifying Ros Franklin MAIL TO: r.franklin@griffith.edu.au Or POST TO: Girls in Surfing PhD, C/- Ros Franklin, School of Education & Professional Studies, Griffith University, PMB 50 GCMC, QLD,9726 OR FAX TO (07) 55528167 456 MAKING WAVES Lifestyle Marketing of Female Surfers Questionnaire How old were you when you started surfing? Does anyone else in your family surf? Yes No If yes who? Who was the person that influenced you the most to start surfing? What age were you when you received your first sponsorship? How did you get your first sponsorship and what were you required to to keep the sponsorship (your obligations to the company)? Are you still sponsored by the same company? Yes No If not what happened and who is your major sponsor now? Are you sponsored by anyone else, if so who by? Yes No What kind of support you get from your sponsor/s? What are the expectations of your sponsor/s? For example, you have to maintain a certain image when at contests, take part in promotional activities, photo shoots etc 10 Does your sponsor have any specific guidelines or training for their sponsored female surfers eg to effectively help you take part in media interviews and photographic shoots? Yes No If yes, what type of training you receive? 457 MAKING WAVES 11 What are the expectations for you to keep and maintain your sponsorship? 12 Do you know anyone who has had their sponsorship terminated? Yes No If yes, why did that happen? 13 Do you think your sponsor is committed to promoting and improving the image of women’s surfing? If so, what are their main goals to achieve this? 14 Do the women and girls on the tour generally feel supported and promoted by the surfing industry? Yes No If no, you think this is going to improve and how? 15 Do you think women’s surfing is being adequately supported and promoted by the media especially compared to the men’s tour? 16 Do you think the prize money for the women” tour will ever get to a point where it is equal to the men? 17 Can you give your opinion about how the ASP World Tour needs to change or improve to make it sustainable for both men and women in the future? 18 What you think is the future for competitive surfing generally? Thank you very much for participating in this research project! 458 MAKING WAVES 459 Appendix D: Surf Company Representative Letter & Initial Questions Riding the Crest of a Sponsorship Wave: Lifestyle marketing of sponsored female surfers Dear Surf Company Representative, I am completing a PhD research project for Griffith University, Gold Coast Campus At present very little research has been done in the area of surfing and in particular female surfing The general purpose of this research is to generate data that will be used to understand and explore and describe the experiences of sponsorship on both elite Australian female surfers and surfing companies Specifically the research addressed one main objective: to examine the relationship between lifestyle marketing by Billabong, Rip Curl and Roxy and sponsored female surfers; and three subsidiary objectives as follows: Gain insight into the lived lifestyle marketing experiences of sponsored female surfers; Explore the lifestyle marketing practices of Billabong, Rip Curl and Roxy; and Examine the relationship between female surfers and lifestyle marketing by the Big Three to determine whether it is beneficial to both parties I am therefore interested in finding out about sponsorship arrangements for female surfers within your company This study will also address the recognised need for raising the profile and promotion of girls in the sport of surfing Risks to you I have considered the risk factors involved in your participation in this project and have taken the following steps: I will protect your identity (see “Confidentiality” section below) I can offer further support and provide the results of research data collected if required Your confidentiality All information gathered will be confidential Your anonymity will be assured If you agree to allow participation in the questionnaire your name will not be used, unless permission is given, in any documentation after that point Only the researcher and PhD supervisor will have access to information for research and analysis Voluntary participation All participants are assured that their decision to participate in the project is completely voluntary and their decision will not impact upon their relationship with Griffith University Participants are also assured that they can withdraw their consent to participate in the questionnaire or be interviewed at any time without comment or penalty Obviously it would be problematic for a person to withdraw their consent for MAKING WAVES research where the data is de-identified and no code key is available to the researchers Questions / further information If at any time you would like to contact me to further discuss any issues I am available at: r.franklin@griffith.edu.au School of Education and Professional Studies Griffith University 5552 8717 The ethical conduct of this research Griffith University conducts research in accordance with the National Statement on the Ethical Conduct of Human Research (2007) If you have any concerns or complaints about the ethical conduct of the research project you can contact the Manager, Research Ethics on (07) 3875 5585 or research-ethics@griffith.edu.au Surfing Company Representative Interview (Rip Curl example) Your name, position and responsibilities in the Rip Curl company What are the specific duties you perform in relation to management and/or sponsorship? Is sponsoring female surfers in Rip Curl a priority, if so why? What is your understanding of the place of female surfers within Rip Curl? How many girls does Rip Curl sponsor and what is the age range? Discuss the number of high profile female surfers and their present ranking What criteria does Rip Curl use to select female surfers for sponsorship? What physical or personal characteristics does Rip Curl look for when deciding on female surfers for sponsorship? Are the selection criteria different for sponsorship boys and men? If so how? What different types of sponsorships you have? Are they performance or image based or a mixture of both, for example free surfers used in promotion or advertising? 10 What role free surfers have in your company? What are their attributes and differences in sponsorship arrangements compared to competition surfers? 11 What are the different performance indicators for each of those different types of sponsorships? In other words how these surfers maintain their sponsorship arrangements? 460 MAKING WAVES 12 Do these performance indicators change from year to year and if so why? 13 Does Rip Curl have any specific guidelines or training for their sponsored female surfers eg So they can effectively undertake media photographic shoots or interviews? 14 What type of specific requirements sponsored female surfers from Rip Curl have with regards what they wear while competing at contests? 15 What promotional activities sponsored female surfers from Rip Curl have to undertake to maintain their sponsorship? 16 What type of issues or reasons would bring about a termination in a sponsorship arrangement? 17 What is Rip Curl’s main direction with regard public and media image? I notice on the web the great logo…the Ultimate Surf Company 18 What are Rip Curl’s main motivations behind sponsoring big surfing events? 19 Do you feel these events help promote the company in a big way, or are there more advantages gained through marketing and advertising? 20 In what ways you think Rip Curl is proactive in the promotion of female surfing? 21 What are the main benefits in organizing and running the Rip Curl Girls Go Surfing days? 22 Do you track or any market research on the effects and benefits of these Rip Curl events? 23 What effects and impact female surfers sponsored by Rip Curl have on sales and marketing? Are they an advantage in terms of image for the company? Thank you very much for participating in this research project! 461