Courting women using sports marketing: A content analysis of the US Open
David Shani, Dennis M Sandler and Mary M Long
As surprising as it may sound, sales to the female sports market are almost equal to sales to the male sports market. Also, an increasing percentage of viewers of various broadcast sports events consist of females, even in male-dominant sports like football and baseball. Couple these statistics with the increasing role that females play in purchasing decisions for a variety of products, and sports marketing emerges as an effective vehicle to reach this lucrative market....