Sports marketers face the challenge of caterin to a

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Sports marketers face the challenge of
caterin to a growing female fan base. Sports & Entertainment Marketing Image According to marketing experts, 70 percent of a household's decisions (including purchasing decisions) are made by women. Because of this, the sports marketing industry could see quite the boom as a result of female fandom. Plus, many marketers realize the unique value a female consumer brings to the market; Meghann Malone, marketing manager for IMRE Sports, says that women are much more likely to remain loyal to a brand than male consumers. So far, the trend has been a lucrative one for sports marketers. Data from sales at the nbastore.com reveals that half of all shoppers buying from their online store are women. According to SportsOneSource, a whopping $330 million worth of sales was attributed to licensed female apparel for sports such as baseball, football, and basketball. And that's just clothing! In order to maintain the interest of their female fan base and make the very most of this female fan phenomenon, marketers will need to tap into the
unique wants, needs, and purchasing concerns of this segment of the market. Only time will tell if sports organizations are up to this challenge. TARGETING FEMALE FANS Some sports marketers have been accused of overgeneralizing their female consumers by "shrinking and pinking" their apparel. Sports & Entertainment Marketing Image The sports marketing industry has taken huge strides to acknowledge and appeal to their newfound female fan base. In this section, we will explore two of the most notable marketing campaigns geared toward women in the sports industry and evaluate their overall impact and potential effectiveness. espnW In the fall of 2010, ESPN made one of its boldest moves yet to appeal to a specific segment of their target market—women. By creating an online
presence exclusively for female sports fans, the mega-sports channel hoped to attract more loyal female fans and engage them in sports talk about men's and women's events alike. The site is targeted toward women ages 18 to 34 and features sports news, articles, videos, and the like. NFLShop.com NFLShop.com is not just a shop for women, of course. The online store sells licensed National Football League merchandise for men, women, and kids alike, but more and more, the virtual store is being frequented by females looking to get in on the sports action. In 2011, for instance, merchandise targeted toward women increased two-fold. Conclusion As their target markets become broader and more diverse, sports and entertainment marketers will have the challenge of developing creative campaigns that appeal to individuals of different ages, genders, income
levels, ethnicities, personalities, and more. Their success in doing so will determine the company's revenue and profit when it comes to both core and ancillary products, so there's a lot on the line. As Bill Cosby said, attempting to please everyone may be a recipe for failure, but failing to recognize the differences amongst consumers may be equally ineffective.

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