Football: Not Just For The Guys

Vince Lombardi once said “If winning isn’t everything, why do they keep score?”
Even though baseball might be our national pastime, football ranks as adult’s favorite sport. And it’s not just guys; more and more women are going games, buying team merchandise and getting into the sport.

• 40% of NFL fans are women

• Nearly 11 million female adults in the US attended an NFL game in the last year.  That’s a jump of 13% since 2010

• The number of women who attended a college football game increased by 14%

• Women make up 45% of consumers who purchased NFL team logo’d apparel.  The number of women who made team apparel purchases increased by 8%

• Women are also buying more team merchandise.  From 2010 to 2011, the amount of NFL merchandise sold to women increased by 125%

• Women age 18-34 were more likely than the national as a whole to not only
buy team apparel but also to be interested in buying single game or season
NFL tickets

What Does This Mean To You?

Women are an important consumer group for your business to engage.

• Women control $4.3 trillion in household spending

• Nearly three-quarters of total household spending is controlled by females

• Women who are very or somewhat interested in football are more likely to be in the market to purchase a vehicle, home, furniture, appliance or mobile device in the next 12 months

If you are planning to utilize football in your marketing plans, it’s important not to forget about the female audience.  While there may still be more male than female fans, its women that have the purchasing control.  For more information on reaching women and creating loyal female customers, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Mashable; Harris Interactive; Boston Consulting Group;; IPSOS;;; Millennial Media; Marin Software; Neilson; Hightable;; The 2011 and 2012 Scarborough Reports, Release 1


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