Women and Sports

A couple recent studies have tried to answer the question, “Are women sports fans?”

Canadian sociologist Reginald Bibby says, no. His research shows that, in general, Canadian women are not interested in sports competition, go to games only when dragged their by their partners, and tend to socialize throughout the game rather than paying attention to the athletic competition.

An ESPN study, however, shows that U.S. women, although often drawn to sports either by their own participation or by their partners, grow to watch more sports as they get older, with women over 50 comprising nearly one-third of sports viewers in that age bracket.

The women I know who enjoy sports tend to prefer college sports and less physically aggressive sports. Yes, there are a few who love boxing because they love to watch men beat the crap out of each other, but typically, the women I know seem to prefer sports that are less influences by money and that require more finesse and less outright aggression.

Personally, I grew up watching baseball, and have now become a fan of college football. I watch some NFL football, but not on a regular basis. I have a few ideas to offer the sports leagues and colleges who want to increase their penetration into the female market.

1. Offer face-to-face interaction.Women thrive on relationship-building activities, and pre-season fan days will increase their interest in following the team. This is a huge deal for me with football, in particular.Mr. Pop Culture Curmudgeon and I visit the Oregon Ducks fan day each year, and I am the one who does the bulk of the autograph hounding. I get to see the players faces unobscured by helmets and protective gear, and I get to share a sentence or two with the more outgoing ones.I am still a fan of Dennis Dixon because he was so nice at the first fan day I attended, throwing balls with the kids until the staff actually forced him to leave so the defensive players could have their time with the fans. And I will be watching Jeremiah Johnson in the NFL because he was so nice and friendly to every single fan I saw him talk to.
2. Focus on the human side of the players in your marketing.This will have the same effect as a face-to-face interaction, humanizing the players who look so much the same on the field. Until I make a personal connection, I can’t tell football players apart.
3. Enforce the idea that behavior matters.From an early age, talented athletes are allowed to get away with all sorts of bad behavior off the field because their on-field performance is all that matters. As a result, some athletes develop very little moral compass, and that idea that what happens on the field is all that matters doesn’t get me excited about sports.The recent reinstatement of Michael Vick sends the message that crimes and a demonstrated lack of respect for human and animal life don’t matter if you’re a good quarterback. Yes, I know that he served his time as required by law. I would still argue that kids coming up through the ranks have learned that you can do what you want, and you might lose a year or two of pay, at most. And don’t get me started on Steve Little. (If you need a refresher on why his current NFL career makes me mad, read my post on the double standards for celebrities.)I will be interested to see how the Ducks deal with the LeGarrette Blount issue. If you don’t know, Blount responded to some taunting from a Boise State player after yesterday’s game by sucker punching the guy, pushing a teammate, and fighting back when restrained from attacking fans. ESPN has the video on a near-constant loop. The loss was disappointing, but Blount’s actions harm the spirit of many of the female fans. The team will do well with women if it enforces fast, decisive action and a zero-tolerance policy for such outbursts. (Edited to add: The U of O suspended Blount for the rest of the season. Read more about it from the New York Times. USA Today is also calling for punishment against the player Blount punched. Edited out of the video was some obvious taunting and physical contact before the punch.)

What about you? Are you a sports fan? Do you think marketing to women is a viable approach for sports leagues and teams, or should they focus on where they know they do well, men with money to spend on tickets, donations, and paraphernalia?

0 people like this post.

Like 

• A Little Love for Friday Night Lights I'm kind of a serial monogamist with television--but I'm the really annoying kind who plays the field looking for the replacement lover while still with the other lover. I started watching Supernatural when it first came on because it came on right after Gilmore Girls, starred Rory's best boyfriend ever......
• A Really Interesting Look at Supernatural Fans Someone posted a link to this story on the Television Without Pity forums, and I just had to share: http://www.popmatters.com/pm/features/article/53031/move-over-alpha-geeks-here-come-the-fangrrls/I'm always interested in gender studies and criticism, and I am happy to see that someone is commenting on women in sci fi.The WB did one thing well--appeal to young women.......
• What to Watch and When to Watch It Michael Ausiello continues to be a great source of info on tv news. Here is his list of which shows will make more episodes to complete their seasons: http://community.tvguide.com/blog-entry/TVGuide-Editors-Blog/Ausiello-Report/Wga-Strike-Favorite/800032698It looks like many of my faves will be back this spring (Supernatural, Reaper, The Office, 30 Rock), and others will definitely......
• The New Year of TV I am looking forward to January as if it were the beginning of the new fall season. I can't wait to see how they explain the Kate/Peter relationship on White Collar. I am looking forward to seeing all of the loose ends get tied up on Lost. And our Winchesters......
• Happy Upfronts Week We're going into this week of fall schedule announcements and pageantry after a weekend of fabulous announcements. Chuck, Castle, Dollhouse, and Better off Ted were all renewed. There were budget concessions in some cases, and the orders weren't for a full season (13 episodes instead of 22). Those were huge......

• Formula 1 T-Shirts Sports Memorabilia -> Fan Apparel and Souvenirs -> Racing-Formula 1 One of the most popular types of sports merchandise is...
• What is the Best Sports Memorabilia? Millions of people are shopping online looking for the best sports memorabilia. The best sports memorabilia can easily span a...
• Last Minute Father's Day Gift Ideas It's the Friday before Father's Day and you realize that you haven't got Dad anything for his special day. Funds...
• Buying NFL Sports Memorabilia Every fan of the NFL would absolutely love the chance to own a piece of real NFL Sports memorabilia. This...
• Football Helmets Sports Memorabilia -> Fan Apparel & Souvenirs -> Football-NFL Official NFL memorabilia comes in all shapes and sizes, but some...