Female leadership archetypes in sport: an approach based on the 2024 idols barometer. Sport, Business and Management: An International Journal. Aparicio-Chueca P, Triado-Ivern XM, Rodríguez-Rodríguez S (2025)
https://doi.org/10.1108/SBM-07-2025-0184
Purpose:
This study aims to explore the archetypes of female leadership in sport by analyzing the values that Spanish society attributes to elite female athletes. Moving beyond athletic success as a universal trait, the research investigates how personal narratives, social impact and emotional resonance shape public admiration and define the symbolic leadership of sportswomen in contemporary Spain.
Design/methodology/approach
This research adopts a mixed-methods approach. The qualitative study was conducted based on in-depth interviews with experts in the sports industry. These interviews were used to identify and define the 11 key value vectors that currently characterize women’s sport. In a second stage, these 11 vectors were operationalized in the quantitative survey and served as the basis for the statistical segmentation that produced the four archetypes. The quantitative analysis (1,003 surveys, men and women aged 16–65) measured the prevalence and internal structure of those dimensions in the general audience, which enabled us to identify and validate the four archetypes of female leadership in sport. A standardized residuals analysis (Pv’s) was applied to determine the dominant attributes associated with each athlete. Athletes were then categorized into leadership archetypes based on how the public perceives and admires them.
Findings
The results identify four distinct archetypes of female sports leadership (1). Resilient Warriors – athletes who embody perseverance, sacrifice and continuous personal growth. Their leadership is rooted in effort, discipline and professional integrity, (2). Voices of Equality – athletes who advocate for gender equality and social change, admired for their courage, activism and commitment to inclusion, (3). Charismatic Captains – leaders with strong interpersonal influence, admired for their collective mindset, empathy and emotional leadership both on and off the field and (4). Wellbeing Ambassadors – athletes who promote physical and mental health, balance, lifestyle values, emphasizing authenticity, ethics and holistic engagement. These archetypes are not mutually exclusive; many athletes display characteristics from multiple profiles depending on their career stage, media exposure and personal commitments. The analysis also reveals intergenerational differences in athlete admiration: while some figures, such as Carolina Marín or Mireia Belmonte, maintain broad cross-generational appeal, others resonate more strongly with specific age cohorts.
Originality/value
This research offers a novel typology of female sports leadership that transcends traditional performance metrics by incorporating emotional, cultural and social dimensions. By focussing on public perception and value attribution, it contributes to a deeper understanding of how women in sport build influence, legitimacy and enduring emotional bonds with audiences. Unlike trait/behavioural approaches, we operationalize public value attributions as the basis of legitimacy and derive four measurable archetypes that integrate emotional, cultural and social dimensions beyond performance. The findings emphasize the long-term legacy of retired athletes and the capacity of sportswomen to act as role models and cultural icons. The study also highlights the importance of broader and more diverse representations of female leadership in sport, providing a useful framework for stakeholders in sport marketing, media and policy to promote inclusive and authentic narratives.