Women and Sports

Review of Literature

Thesis

There is a definite correlation between the economics of professional womenÐ'ÐŽÐ'¦s sports and their ultimate success. As most success in sport leagues, teams and associations are measured by longevity, win/loss records, and most importantly, revenue, the footprint of female competition at the professional level has not been paramount at any point in our history. Professional womenÐ'ÐŽÐ'¦s athletics is characterized by an economic model and a level of acceptance amongst the masses that differs immensely from their male counterparts.

In this review of literature I plan to examine the major issues contributing to the struggle womenÐ'ÐŽÐ'¦s professional team sports experience, in comparison with individual sports. To better understand the disconnect between female buying power and the support by females of womenÐ'ÐŽÐ'¦s professional sport, I will use industry facts and expert opinions to look closely at the economic pitfalls of professional womenÐ'ÐŽÐ'¦s sports and how that contributes to their ultimate demise.

Participation and Buying Power

In the post-Title IX era, female participation in sport has skyrocketed. In 1970, one in every twenty-seven girls played high school varsity sports; compared to one in three today (6). Overall, women currently outnumber men as active sports/fitness participants (1). Since 1991, women have also out-purchased men in athletic shoes and apparel, they participate in most purchasing decisions for men and families, as well as their own, and buy disproportionate to their participation in sport. In short, women control 81% of total sports apparel dollars (6). Hence, the argument that women are not interested in sport and that they do not purchase apparel, remains untrue (3).

Team Sports

WomenÐ'ÐŽÐ'¦s professional team sports have had a difficult time establishing themselves as a staple in a booming industry. Some argue that the masculine image of team sports has inhibited women from participating professionally in the United States (4). The best examples of womenÐ'ÐŽÐ'¦s sport at the professional level would be basketball and soccer. Both of these sports are widespread in the United States, both sports enjoy immense participation, yet they struggle economically.

WNBA

Women have been playing competitive basketball since 1892. In 1976, womenÐ'ÐŽÐ'¦s basketball became and Olympic sport and has experienced much success at the collegiate and amateur levels since. The first professional league was launched in 1978 and folded 3 years later. Two other leagues were created in 1996Ð'ÐŽXthe American Basketball League (ABL) and the WNBA. The ABL ceased operation in 1999, while the WNBA continues to thrive. Financial woes were the cause of each teamÐ'ÐŽÐ'¦s demise and experts argue that the WNBAÐ'ÐŽÐ'¦s survival is due to its NBA affiliation (2). ItÐ'ÐŽÐ'¦s an interesting phenomenon that basketball, an American sport, has seen several European leagues and organizations survive throughout the years (4).

WUSA

Being the most recent failure in womenÐ'ÐŽÐ'¦s professional sports, the WomenÐ'ÐŽÐ'¦s United Soccer Association (WUSA), folded in 2003, just 5 days before the WomenÐ'ÐŽÐ'¦s World Cup began. John Hendricks, Chairman of the WUSA Board of Governors, said that, Ð'ÐŽÐ'§a shortfall in sponsorship revenue and insufficient revenue from other core areas of the business proved to be the hurdles which the WUSA could not overcome in time for planning the 2004 season (5).Ð'ÐŽÐ'Ё

Individual Sports

Individual sports in professional womenÐ'ÐŽÐ'¦s athletics, such as golf, bowling, billiards, and tennis, have a much longer, more widely accepted, more easily followed history than that of team sports (4). The Ladies Professional Golf Association (LPGA) was established in 1950 and has since become an international organization. In 2003 Serena Williams signed a contract with Nike that could make her the richest woman in sport (BBC Sport, Dec. 11 2003.)

Sponsorship and Broadcasting Weaknesses

Dr. Donna Lopiano, editorial writer for the WomenÐ'ÐŽÐ'¦s Sports Foundation Business Newsletter, has coined seven primary sports sponsorship weaknesses in the development of the womenÐ'ÐŽÐ'¦s sports marketplace and the active female consumer. Five out of these seven components apply strictly to the marketing of professional womenÐ'ÐŽÐ'¦s sports leagues. 1) Investing in start-up womenÐ'ÐŽÐ'¦s professional leagues. Successful pro sports leagues can no longer be created by wealthy individuals alone. Rather, such leagues demand partnerships consisting of print and electronic media partners, corporate sponsors and individual investors (3). WomenÐ'ÐŽÐ'¦s and menÐ'ÐŽÐ'¦s sports are different products and should be served by different corporate investment entities. 2) Lack of affirmative female consumer-friendly Ð'ÐŽÐ'§educatorÐ'ÐŽÐ'Ё sales force outreach efforts. Male and female consumers are different. The former pursues sportÐ'ÐŽXas a symbol of masculinity and tradition; whereas, the female consumer is a Ð'ÐŽÐ'§shopperÐ'ÐŽÐ'Ё who requires someone willing to explain the benefit of the experience and the difference between products. 3) Print and electronic advertising is also lacking. Female consumers are interested in causes. They are more likely to buy from companies who support their causes given equal quality and value of product. 4) Confusion in identifying the target market. The womenÐ'ÐŽÐ'¦s sports market consists of three submarkets: active female, active and inactive female who understands sports and is a spectator of menÐ'ÐŽÐ'¦s sports, and the active and inactive female that is a new spectator to womenÐ'ÐŽÐ'¦s sports. This female is not likely to be reached during the 10 am Ð'ÐŽV 2 pm Ð'ÐŽÐ'§soap operaÐ'ÐŽÐ'Ё media buy, but is more likely to be in the workforce than not. 5) Failure to leverage existing sports sponsorship or athlete endorsement commitments. It is not enough to just pay the endorsement fee. Developing the markets and new products requires careful attention. Too often companies will