Great Leaders CD
Audio/Video | Wireless/PDA
Tools | Free Newsletter
Wise Guides | Bookmark

Home
Family
  Balance
Generations
Grow a Great Marriage
Raise Happy Kids
Relationships
Money
  Build Wealth
Investing
Real Estate
Retire Well
Savings
Health
  Ailments & Answers
Care For a Loved One
Fearless Aging
Fitness
Health Coach
Sex & Love
Stay Healthy and Strong
Stress Busters
Weight Loss & Nutrition
Work
  Craft Your Dream Career
Great Entrepreneurs
Great Leaders
Solo
Play
  Culture
Explore Your Inner Life
Hobbies
Home & Garden
Live the Good Life
Self
Travel
Expert Advice
Site Map
About Us
E-Mail Newsletter


Family Money Health Work Play Shop Expert Advice
Home †>†The marketing of womenís sports
BASE CAMP HOME

A New Age of Womenís Sports
by Stu Watson

Wherever thereís a rolling camera an audience gathers. And an audience broadens marketing appeal. And so it is with womenís sports.

"The rise in popularity of women's tennis is phenomenal," says Lynn R. Kahle, a professor at the University of Oregon's James H. Warsaw Sports Marketing Center. He also notes the growth of interest in the Womenís National Basketball Association. So, reflecting this social change, more advertisers are beginning to make women the centerpiece of campaigns.

And when it comes to sports, they ainít what they used to be. The top new-entry sport is now soccer, extreme sports are commanding more attention from young people and a media explosion has created a huge need for content.

And in the midst of this foment, the role of women is expanding. American Sports Data reports a 20 percent rise over the past decade, to about 40 million, in the number of females frequently participating in sports. Of all high school athletes, 41 percent are girls; in colleges itís 38 percent.

And women are nearly as avid about watching sports as men. In a poll for ESPN, 84 percent of women polled said they were sports fans, not far below the 93 percent of men.

But women are more selective about what they watch, says Douglas Pirnie, senior vice president of IMG, an event organizer and athlete-management company.

IMG represents Venus and Serena Williams, Olympic gold medalists and consecutive winners of the U.S. Open tennis tournament. As hot as any athletes alive, the two have signed endorsement deals with Nortel.

ďAt least in tennis, the women are the story, because you have such riveting matches and rivalries,Ē Pirnie says.

Some marketers find security in women athletes. Sue Rodin, president of Stars & Strategies, a New York sports marketing and management company, cites the ongoing litany of male athletes running afoul of the law or civic standards.

ďItís not that female athletes arenít capable of being Tonya Harding, but if you look at the numbers, most women athletes are better role models,Ē Rodin says.

Expansion of professional sports leagues will extend opportunity for women, Rodin says, and adventure quests like the Bancroft Arnesen Expedition will expand the publicís perception of women.

"Sports is a metaphor for life," she says. ďAdventuring is part of women being strong, fearless and setting goals. Itís an umbrella for this new age of women and how they are viewed in society, and how these days, there are no limitations.Ē

Back to main story

Base Camp Home
E-mail this article


Base Camp Home | Facts | Ann's Bio | Liv's Bio | Ann's Journal | Liv's Journal
GPS Map | Photogallery | Video Archive | Story Archive | Join the Discussion 
Explorers Quiz | Expedition Store | Curriculum
 
Copyright © 2000 MyPrimeTime, All Rights Reserved.
MyPrimeTime and the other MyPrimeTime products on this site are trademarks of MyPrimeTime, Inc. The names of actual companies and their products mentioned on this site may be the trademarks of their respective owners.



Days on the ice: 91
Position: 84.23S, 177.16W
Altitude: 184.0 ft
Temp: 14.0°F | -10.0°C
Distance: 1708.95 miles