This year, what would you say the most watched event by women in the United States was?
The Oscars? pssshhhhhhhhh.
The Grammys? Yeah…. no. Try again.
The Super Bowl? Only if they were forced!!
Wait… That is the answer. Super Bowl XLVIII was watched by an average of 44.9 million women! Women actually make up 46 percent of all NFL fans, with an average of 63 percent of women 12 years old and older identifying themselves as fans.
Even with numbers as significant and alluring as those, marketing to a female fan is still a bit awkward for most sports leagues. In the past, sports marketers thought if you pinked it and you shrinked it, women would be interested. However, now, hyperfocused analytical data is being collected and helping marketers realize the untapped potential of women and their love of sports.
For example, Dick’s Sporting Goods has a website completely dedicated to the representation and visualization of consumers’ NFL jersey purchasing habits (http://www.dsg.com/jerseyreport/football). Although the data is just from in-store and online jersey sales through the Dick’s Sporting Goods company, Jersey Report is frequently regarded as the official ranking system of NFL jersey sales nationwide. As a sports nerd, this site is one of the coolest sites I’ve came across. I can’t help but think it’s like stock market information, but for NFL jerseys. It’s extremely interactive and has the professional look of a 10 year, in-depth MRI consumer report. But the point is, now everything has to be that in-depth. Every company in every industry has to have these type of insights because if they don’t, they fall behind their smarter competition.
This particular analytic tool by Dick’s isn’t just for frisky fun and karate kicks. It offers serious breakdowns in jersey sales according to position, geographic proximity, team, jersey type, and desired length of time. It has direct implications on parties like NFL jersey manufacturers, retail merchandise buyers, and shipping teams. Nearly every Walmart has a sports apparel section that is catered to the local sports teams, but if you don’t think Walmart is starting to research and see what sports teams and players are hot across all markets, you are crazy. If the most bought jersey by women in Oregon is Andrew Luck, the most bought jersey by women in Alaska is Tony Romo, and the most bought jersey by women >IN OKLAHOMA< is Eli Manning of the >NEW YORK< Giants, someone has got to alter their supply streams to cater to that bizarre demand. It is analytical tools like Jersey Report by Dick’s Sporting Goods that is making companies realize that what they think is going on, isn’t actually what is going on.
Women aren’t just watching celebrity awards shows and buying pink, breast cancer awareness jerseys. They love their sports and they want the same style as men, and if you don’t alter your efforts to that, someone else will.