/// NFL Scores a Touchdown With Female Fans

August 24, 2014  |  Media Week

Pop quiz: What was the most watched TV event among women in 2014? It wasn’t the Academy Awards. Or the Grammys. Or the season finale of The Real Housewives of Beverly Hills. It was Super Bowl XLVIII, watched by an average of 44.9 million women. Overall, they make up 46 percent of all NFL fans, and an average 63 percent of women 12 and older identify as fans. Despite those numbers, the concept of the “female fan” is still relatively new—at least as far as marketers are concerned. But over the past few years, there’s been a distinct change in the way those women are being spoken to by brands. Gone are the days of “ pink it and shrink it ”; now, women are being treated like the valuable untapped market that they are. “About five years ago, we did an inventory of all our offerings [for women],” said the NFL’s director of apparel Rhiannon Madden. “We had a growing female fanbase who were just as avid as the male fans, but we weren’t giving them the best outlet to express their fandom.” The NFL worked to create more sophisticated offerings for women, like vintage-inspired tees and apparel, more plus-size and juniors apparel, and a full line of women’s-size jerseys. Today, of the 200-plus New York Giants women’s T-shirts available on NFLShop.com , only about 10 are pink—and many of those support breast cancer awareness. Women’s media is also stepping up its game. Marie Claire has been one of the strongest supporters of female NFL fans . Last year, the magazine debuted a 16-page section titled “The Ultimate Fangirl’s Guide to Football,” copies of which were distributed in the style lounges of stadiums

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NFL Scores a Touchdown With Female Fans


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