PLAYING THE CREATIVE ADVANTAGE: CREATIVE ROLE IDENTITY OF FEMALE LEADERS IN SPORTS MEDIA MARKETING

This qualitative study examines how female leaders in sports media marketing define, develop and enact their creative role identity within the organizational context of a historically male-dominated industry. Four guiding research questions offer a foundation to explore how participants define creativity as a part of their role, how creativity extends to their leadership, how their personal and professional journey shaped their leadership, and how the organizational culture and context constrain or support creativity.

One-on-one interviews with 12 female leaders in sport media marketing highlighted competencies to define creativity as a part of their role identity. Growth mindsets were also emphasized as antecedents to enacting creativity within their role identity. Leadership styles that fostered creativity included core components of both transformational and human-centered leadership and were often blended with a situational to achieve results. An emphasis on collaboration, psychological safety, and empowering others was woven into creative leadership approaches. Creative leadership was influenced by personal and professional experiences highlighted as building resilience, the positive influence of mentorship and allies, and the impact of participation in sport. Organizational cultures where authentic value was placed on collaboration and inclusivity aligned with fostering creativity while barriers linked to streamlining and lack of communication limited how leaders enacted creativity.

The findings of this research translate into practical recommendations for female leaders and aspiring female leaders seeking to strengthen and enhance creative thinking within their role identities as well as organizational recommendations to creative inclusive and supporting environments that foster creativity. The findings and practical application support the critical role the self-efficacy and enacting creativity plays in the leadership and professional success of females in sport media marketing, expand the definition of creativity beyond roles, offer insight to enhance creative thinking and female representation in the industry, and highlight the need for organizations to be intentional about creating inclusive and safe environments where creativity can thrive.