Introduction
After decades of ignoring women as potential sport consumers, sport marketers have begun to realize the importance of the female audience. As a result, there are many more marketing campaigns today that seek to reach this segment of the population. Sport marketers today realize that much of their team or company’s success relies on how well they are able to attract female sport consumers. Since females often make up a quite large part of the fan base and also because of their buying power, females are now more important than ever to sport companies (Coakley 206). Because of their importance, more and more marketing campaigns are being geared specifically toward women. The strategies used by marketers to reach women are often much different than those used in male-oriented marketing. Although many companies are still experimenting in order to find the best way to reach female consumers, one thing is clear: women are no longer being ignored by sport marketers.