More Than Just a Participation Trophy: An Analysis of Disability Law, Sponsorship, and the Economics of Inclusion

Abstract

Sponsorship plays a crucial role in shaping the visibility, financial security, and professional opportunities of elite athletes. Athletes with disabilities, however, continue to face significant disparities in securing sponsorship deals. Despite legal frameworks such as the Americans with Disabilities Act (ADA) and the United Nations Convention on the Rights of Persons with Disabilities (UNCRPD) advancing principles of inclusion, these laws do not dictate corporate behavior in sponsorship decisions. This thesis examines the intersection of disability law, economic decision-making, and media narratives to understand the structural drivers of sponsorship opportunities for disabled athletes. Drawing on insights from institutional theory and behavioral economics, this research argues that while laws such as the ADA and UNCRPD establish foundational principles of equity, inclusion, and non-discrimination, they are not sufficient to counteract ingrained biases or achieve parity in the private sponsorship market. Media, as a parallel institution to law, constructs and perpetuates narratives which frame disabled athletes through a reductive lens. Consumers are naturally inclined to interpret the world through familiar narratives, and mass media has long shaped ableist perspectives as the dominant, most intelligible framework. As a result, sponsors align with these ingrained viewpoints, selecting athletes and structuring sponsorships in ways that reinforce consumer expectations rather than challenge them. By analyzing the interplay between legal protections, economic incentives, and cultural perceptions, this thesis highlights the persistent challenges faced by disabled athletes and proposes policy, industry, and individual-level reforms to promote greater equity. Findings ultimately indicate that achieving meaningful progress requires a multi-faceted approach—one which largely exists beyond the scope of legislative intervention. By fostering sponsorship equity, society does more than merely correct a market inefficiency—it contributes to a broader societal shift toward inclusion, visibility, and recognition of disabled athletes as integral to the global sports landscape.