Women and Sport: Strategies for Commercial Development

Women and Sport: Strategies for Commercial Development analyses the current status of women’s sport. We show that significant commercial opportunities are within reach with increased media and brand interest translating into cash for female athletes and women’s sport.

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Developer / Lead Author Juliana Koranteng
Publisher / Supplier SportBusiness Group
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This new report from SportBusiness is designed specifically for:
- Rights holders selling sponsorship to cross-over and female brands marketers
- Women’s sports organisations looking for commercial opportunities and support
- Brands and their agencies considering where to invest their marketing budgets
- Broadcasters evaluating sports programming and rights valuations
- Athlete representatives seeking to better advise their clients
- Sports administrators who need to professionalise women’s sport and drive participation

Did you know?
- Women’s football is the world’s fastest growing sport
- Over 9 million Germans tuned in to the Women’s World Cup final
- The Co-op’s sponsorship of the Netball Super League gets their brand in front of over 2.5m viewers
These snapshots of women’s sport show both its potential and the fantastic commercial value on offer.

Sports Marketing to Women
Women are key decision makers in household purchasing choices and an increasingly important consumer group on their own. They are also enthusiastic participants and loyal supporters of sport making sports marketing an ideal way to reach female consumers.

This is a message that is really hitting home with energy, financial services and telecoms brands using mainstream sport to attract all customer groups. There is, of course, increasing pressure to do this as the prices asked for sponsorships reach eye-watering amounts.

Women and Sport: Strategies for Commercial Development examines how women consume sport and how big sponsors are successfully reaching out beyond male 18-26 year olds. We summarise major sports sponsorship campaigns involving women athletes, women-only events and targeted at women. We examine campaigns by sectors that appeal predominantly to women, ranging from consumer household goods, health insurance to luxury goods and assess the revenues generated by these activities.

In short, the commercial aspects of women’s sport are poised to expand dramatically in the coming years. Make sure your organisation doesn’t miss out and order your copy of Women and Sport: Strategies for Commercial Development today.

For a free executive summary click here

Additional Information

CONTENTS AND CHAPTER SUMMARY
How women consume sport
- Viewing and attendance data by top sport and country
- Women’s relationship with sports, teams and individuals
- Participation – games women play, lifestyle vs team sports

Traditionally female sports vs male sports
- Women’s football vs mens
- Netball numbers
- Comparison between ATP and WTA
- Women’s vs men’s golf

Individuals
- Case studies of women athletes and their sponsors
- Male icons that sell to women

Image is everything
- What advertisers need
-Trading on a positive and sexy image
- Short term vs long tem

Women and big brands
- Traditional brand sports advertisers – which target women
- The value proposition – which brands should use sport to target women
- Women’s fitness: the opportunities for sponsorship

The Olympics
- Participation legacy = appeal to women
- What can big brands do to meet their marketing objectives to women through - - Olympic sponsorship
- Activating Olympic sponsorship to women consumers
- The event experience from a women’s perspective – or the last bastion of the unreconstructed neanderthal

INTERVIEWS/CASE STUDIES/PROFILES based on the achievements and sponsorship of leading professional sportswomen in 2007: Ellen MacArthur; Paula Radcliffe; Serena Williams; Maria Sharapova; Annika Sorenstam (golf); Laura Davies (golf); Michelle Wie (golf); Trina Gulliver (darts); Laila Ali (boxing); Danica Patrick (motor-racing); Nicole Cooke (cycling); Layne Beachley (Surfing); Laure Manaudou (French swimming star)

INTERVIEWS WITH LEADERS OF SPORTS ORGANISATIONS: eg, Karren Brady, of Birmingham City FC; Canadian Association for the Advancement of Women and Sports; The Women’s Sports Foundation; LPGA; WTA; Terri McKeever, the first woman coach of US Olympic swimming team; Beverly Lewis, first female captain of British PGA in its 100-plus year history.

INTERVIEWS/CASE STUDIES: Interview and profile of veteran female star athletes and their experiences with sponsors: Billie Jean King, Martina Navratilova

INTERVIEWS/CASE STUDIES: Based on the results of research, an interview with a major international sponsor that has done the most for women.

Developer / Author(s)

Juliana Koranteng is a business journalist and author specialising in international entertainment, media, copyright and marketing sectors. She is a contributing editor and a correspondent to the Hollywood Reporter, Billboard, and Boutique Editions, the contract publisher of Reed MIDEM magazines distributed at film, TV, advertising, and music trade fairs/festivals in Cannes. Her previous experience includes being a correspondent for TIME magazine.

She has also written for The Economist, BusinessWeek, Fortune, and was consultant editor/co-founder of New Media Age. The author of several books and reports on media and entertainment published by the Financial Times and Informa Media Group, Koranteng speaks regularly at key industry conferences and on television during interviews on CNN International, BBC TV and radio, and has acted as consultant to major media organisations, including Time Inc and CISAC.

She holds a master’s degree in business journalism from Northwestern University, Chicago, and an honours undergraduate degree in English.

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