Conclusion
Sport marketing has changed a great deal since the days when sporting
events were seen as “men’s events” and women were thought to have no
influence on any aspects of sports. Today,
women are a major influence in every aspect of sports.
Professional sport leagues and marketers have responded to this by
developing marketing strategies that will appeal to both men and women.
Leagues have recognized the growing female fan base and have responded by
promoting games as family or social events.
Likewise, the changing face of sport marketing can be seen in the
advertisements broadcast during sporting events. Companies have realized that women now watch games almost as
much as men. As a result, a
majority of the commercials are now geared toward both males and females.
Furthermore, the sporting goods industry has expanded greatly as a result
of more and more women participating in sports or fitness activities.
Sporting goods manufacturers now see the women’s market as a key to the
company’s overall success. It
seems that advertisers, leagues, and sporting goods manufacturers are on the
right track toward determining how to best appeal to the women’s market. As more research becomes available, companies will likely be
able to find new strategies that will enable them to capitalize on the growing
women’s market even more.