A Quest for a Market: A Profile of the Consumers of a Professional Women’s Basketball Team and the Marketing Implications

1999 ◽  
Vol 8 (2) ◽  
pp. 103-126 ◽  
Author(s):  
Ketra L. Armstrong
Keyword(s):  
Financial Stability ◽  
Marketing Strategies ◽  
Professional Sport ◽  
Sport Organizations ◽  
Women's Sports ◽  
Women's Sport ◽  
Discretionary Time ◽  
Women’S Sports ◽  
Women's Basketball ◽  
Basketball Team

Women’s sports is at an all-time high, as evidenced by the emergence of a number of professional women’s sport leagues (such as basketball, baseball, and fast-pitch softball). Notwithstanding the growth and popularity of women’s sports, these leagues will have to compete with other forms of leisure for consumers’ discretionary time and resources. Since financial stability is vital to the longevity of the developing women’s leagues, the competition for consumers will require a greater need for the marketers of women’s professional sport organizations to understand the variety of factors that influence sport consumers’ behavior and shape the composition of their respective markets. Presented in this article are the results of a study in which the consumers of one of the professional women’s basketball teams that competed in the American Basketball League (ABL)were investigated. The teams’ spectators are profiled as sport consumers, factors that influenced their attendance, are identified and implications for effective marketing strategies are noted.

Women’s Sport and Questionable Sex

2017 ◽  
Author(s):  
Jaime Schultz
Keyword(s):  
Social Control ◽  
Female Athletes ◽  
Women's Sports ◽  
Women's Sport ◽  
American Women ◽  
Disadvantaged Women ◽  
Women’S Sports ◽  
Testing Policies

This chapter explores how leaders of several international athletic federations worked to quell anxieties about “manly” women competitors by instituting “sex-testing” policies to verify the femaleness of female athletes. Purporting to safeguard women's sport and its participants, the tests have too often disadvantaged women and served as a powerful form of social control that encouraged normative femininity in the context of sport. Although most organizations have since declared an end to sex-testing in their official policies, new forms of surveillance and detection continue to define who counts as a woman in the context of sport. For better or worse, the introduction of the sex-test signified that women's sports were on the rise, and in the 1970s American women went through what many felt was an athletic revolution.

Marketing Pro-Environmental Venues in Professional Sport: Planting Seeds of Change Among Existing and Prospective Consumers

2014 ◽  
Vol 28 (1) ◽  
pp. 34-48 ◽  
Author(s):  
Timothy B. Kellison ◽  
Yu Kyoum Kim
Keyword(s):  
Sustainable Design ◽  
Economic Benefits ◽  
Marketing Strategies ◽  
Professional Sport ◽  
Positive Outcomes ◽  
Sport Organizations ◽  
Bottom Line ◽  
The Subject ◽  
Insight Into ◽  
Three Components

Professional sport organizations are showing increasing interest in proenvironmental strategies, as evidenced in part by the recent incorporation of sustainable design in many facilities. This interest may be driven by the perceived positive outcomes associated with the triple bottom line (TBL), which illustrates the environmental, social, and economic benefits of proenvironmental initiatives. The TBL has been the subject of both acclaim and criticism by scholars and practitioners, and this study provides new insight into its appropriateness as a reflection of proenvironmental organizations’ motives. Through standardized interviews, the authors found that professional sport organizations place particular emphasis on the TBL’s social component, which represents the objectives of increasing environmental awareness among fans and attracting new consumers. This study contends that the TBL’s three components are closely intertwined, and the implementation of commercial and social marketing strategies is necessary to attend to and realize the organizations’ stated goal of maximizing all three components.

Newspaper Representation of Women Athletes in 1984 and 1994

1996 ◽  
Vol 5 (2) ◽  
pp. 65-83 ◽  
Author(s):  
Hilary Mathesen ◽  
Kay Flatten
Keyword(s):  
Great Britain ◽  
General Population ◽  
Women Athletes ◽  
Sport Participation ◽  
Women's Sports ◽  
Women's Sport ◽  
Representation Of Women ◽  
Time Period ◽  
Women’S Sports

This research was to assess changes in Great Britain (GB) in the percent coverage of women’s sports in six national and Sunday newspapers (Telegraph, Guardian, Independent, Express, Mail and Mirror) between 1984 and 1994. Measurements were taken of all sports articles on the front pages, editorial pages and sports pages for the period 1st-14th July in both years. Data were categorized into male only, female only and mixed articles per day, square centimetres per day and photos per day. There was a decrease in percentage coverage of women’s sport coverage (articles per day down 5.2%; cm2 per day down 5.2%; photos per day down 7.1%) while the overall coverage of sport increased. During the time period the portion of GB Olympians who were women increased by 7% and there was a 3% increase in proportion of sports participants in the general population who were women. An adjustment index is presented which uses population figures and sport participation figures to calculate the proportion of sport participants who are female. This index was used to assess fairness in reporting sport.

Image and Investment: Sponsorship and Women's Sport

2001 ◽  
Vol 15 (3) ◽  
pp. 219-246 ◽  
Author(s):  
Sally Shaw ◽  
John Amis
Keyword(s):  
Decision Makers ◽  
Media Representation ◽  
Women's Sports ◽  
Women's Sport ◽  
Sports Teams ◽  
Women’S Sports ◽  
Values And Beliefs ◽  
The Media ◽  
Marketing Tool

Studies that have examined the disparity in investment between men's and women's sports are rare and are generally distributional in nature. Little research has been carried out that has explored the reasons why managers tend to invest in men's sport instead of women's. Given the rise in sponsorship spending, and the increasingly strategic nature of such investments, this represents an important gap in the literature. The purpose of this paper was to explore conceptually and empirically some of the possible reasons for this disparity. By examining the agreements made by the sponsors of two international women's sports teams, we found support for the contention that the values and beliefs of decision makers, the media representation of sport, and mimetic pressures on managers combine to heavily influence decisions about what and who to sponsor. We also suggest that if such factors can be overcome, women's sport has the potential to be a very useful marketing tool for certain firms.

scholarly journals The role of the International Olympic Committee in the development of women`s sports in Muslim countries

2020 ◽  
pp. 44-47
Author(s):  
A. Domina
Keyword(s):  
Significant Role ◽  
International Olympic Committee ◽  
Women's Sports ◽  
Women's Sport ◽  
Muslim Countries ◽  
Number Of Factors ◽  
Women’S Sports ◽  
The World ◽  
Cultural Features

The development of women's sports as a whole depends on a significant number of factors that directly or indirectly influence this process. The development of women's sports in Muslim countries faces additional obstacles in the form of socio- historical and socio-cultural features of Islamic conservative society. But, in recent decades, the process of women's sport development has intensified significantly, in Muslim countries in particular. A significant role in the process of becoming a women's sport is played by the International Olympic Committee in cooperation with the world organizations

Rules, Rulers, and the “Right Kind” of Competition

2017 ◽  
Author(s):  
Jaime Schultz
Keyword(s):  
United States ◽  
The United States ◽  
Physical Educators ◽  
Women's Sports ◽  
Women's Sport ◽  
Women’S Sports ◽  
Sport Skills ◽  
The 1960S ◽  
The Right ◽  
United States Olympic Committee

This chapter discusses how women physical educators began to reevaluate their collective position against intercollegiate, commercial, and hypercompetitive sports for their students. Particular attention is given to a series of National Institutes on Girls' Sports, jointly sponsored by the Division for Girls and Women's Sports (DGWS) and the United States Olympic Committee (USOC) that took place during the 1960s. At these clinics, educators, recreation leaders, and other interested parties learned the necessary tools to teach sport skills to their respective charges and to encourage them to engage in “the right kind of competition.” The emergent groundswell of support was an important antecedent to the subsequent developments in women's sport.

scholarly journals Re-thinking Women's Sport Research: Looking in the Mirror and Reflecting Forward

2021 ◽  
Vol 3 ◽  
Author(s):  
Katie Lebel ◽  
Ceyda Mumcu ◽  
Ann Pegoraro ◽  
Nicole M. LaVoi ◽  
Nancy Lough ◽  
...  
Keyword(s):  
Professional Sports ◽  
Stakeholder Group ◽  
Women's Sports ◽  
Women's Sport ◽  
Women’S Sports ◽  
Differences Of Opinion ◽  
State Present ◽  
The Impact ◽  
Question Survey

Despite decades of research and advocacy—women's professional sports continue to be considered second class to men's sports. The goal of this paper is to rethink how we state, present, and solve problems in women's sport. To affect true change, the wisdom of a broad stakeholder group was embraced such that varied perspectives could be considered. A three-question survey was developed to examine what key constituents believe is working in women's sports, what they believe the salient challenges are for women's sport, and how they would prioritize the next steps forward in the post-pandemic sport landscape. Results indicated siloed differences of opinion based upon the age and role of the stakeholder in the women's sport ecosystem. We discuss the implications and offer recommendations as to how we as scholars might recalibrate our approach to women's sport scholarship to maximize the impact of our research and affect change.

scholarly journals Guardians of the Hegemonic Structure of Sports? Women’s Sports as Perceived by Polish Female Sports Journalists

2020 ◽  
Vol 16 (1) ◽  
pp. 48-64
Author(s):  
Natalia Organista ◽  
Zuzanna Mazur
Keyword(s):  
Media Coverage ◽  
Professional Socialization ◽  
Minority Status ◽  
Women's Sports ◽  
Women's Sport ◽  
Amount Of Information ◽  
Research Participants ◽  
Women’S Sports ◽  
Female Journalists ◽  
Female Sports

The under-representation of media coverage of women’s sports has been a long-standing phenomenon, which can also be observed in Poland (Dziubiński, Organista and Mazur 2019; Jakubowska 2015; Kluczyńska 2011). One of the possible reasons for less information on women’s sports is a small number of female sports journalists. Due to the lack of Polish research on female sports journalists, the authors of this article aimed at analyzing their beliefs about women’s sports and the under-representation of media coverage of women’s sports in the Polish media. The analysis has shown that the female journalists perceive women’s sports as inferior to men’s sports and are not in favor of increasing the amount of information about women’s sports. The authors point to the socialization into sport, the professional socialization of the research participants, their minority status in the profession as well as their perception of masculinity, femininity, and professionalism in journalism as possible reasons for the way in which women’s sport is perceived by them.

The Key Role of Sport Policies for the Popularity of Women’s Sports: A Case Study on Women’s Soccer in Germany

2020 ◽  
Vol 37 (4) ◽  
pp. 328-345
Author(s):  
Henk Erik Meier ◽  
Cosima von Uechtriz
Keyword(s):  
Gender Equality ◽  
Women's Sports ◽  
Women's Sport ◽  
Sport Consumption ◽  
Women’S Sports ◽  
Athletic Success ◽  
Practical Implications ◽  
Women's Soccer

Athletic success in women’s sports, in particular in women’s soccer, is strongly linked to macrolevel gender equality within societies. There is also evidence that macrolevel gender equality matters for sport consumption. This study explored the role of mesolevel institutions for the popularity of women’s soccer. The example of reunified Germany illustrates that macrolevel gender equality might be less important for the popularity of women’s sport than mesolevel gender equality, that is, policy priorities adopted by sport associations and other actors involved in sport policymaking. The study comes with practical implications for the future popularity of women’s soccer.

Women’s Sport Spectatorship: An Exploration of Men’s Influence

2011 ◽  
Vol 25 (3) ◽  
pp. 190-201 ◽  
Author(s):  
Annemarie Farrell ◽  
Janet S. Fink ◽  
Sarah Fields
Keyword(s):  
Strong Influence ◽  
Perceived Barriers ◽  
Women's Sport ◽  
Season Ticket ◽  
Women’S Sports ◽  
Women's Basketball ◽  
Collegiate Basketball ◽  
The Spectator ◽  
Leisure Interests ◽  
Socializing Agents

While women are increasingly becoming vested fans of men’s football, baseball, hockey, and basketball, the perceived barriers—sociological, psychological and practical—to watching women’s sports still appear formidable for many female fans. The purpose of this study was to investigate the lack of female consumption of women’s sport through the voices and perspectives of female spectators of men’s sport. Based on interviews with female season ticket holders of men’s collegiate basketball who had not attended women’s basketball games for at least 5 years, the most robust theme to emerge was the profound male influence in the spectator lives of women. This influence was a lifelong phenomenon spanning generations, beginning with grandfathers and brothers and continuing through husbands and sons. Other factors combined with this strong influence to block participants’ consumption of women’s sport. These include a lack of awareness and access to women’s sport and the existence of socializing agents who empasized and prioritized male leisure interests.

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