ADS & THE FEMALE FAN BASE
In the male-centric sports world, women have largely been an afterthought. But thanks to the growing purchasing power of women — who control 70 to 80 percent of consumer purchasesExternal link:open_in_new — they are no longer sitting on the sidelines of sports marketers’ minds. The global incomes of women are predicted to reach an astounding $18 trillion by 2018External link:open_in_new — almost twice the growth in GDP expected from China and India combined. With women expected to control close to 75 percent of discretionary spendingExternal link:open_in_new worldwide by the year 2028, sports marketers understand that female fans represent a serious revenue stream, and they are taking action.
In this infographic, MBA@UNCExternal link:open_in_new shows the effect female consumers are having on traditional sports marketing by looking at how sponsors of four American sports leagues — the NFL, NBA, MLB, and NHL — have pivoted their marketing campaigns to win over women. We hope this infographic will inspire you to take a page out of these sponsors’ playbooks to effectively advertise your products to the female fan base.
