The Harris Poll says sports sponsors need to start targeting women if they want to increase their current return on investments (ROI).
“Women experience sports and entertainment differently to men, and to effectively capitalise on female purchase power, sponsors must first understand these differences.”
The research shows that even 'casual' female sports fans will respond to sponsorship strategies.
“It is important for sponsors to remember that women – the 'casual fans' who prefer quick updates rather than long stories or actually attending games – will be receptive to sponsorship messages sent through their preferred channels (ie the web, TV, radio, and even through the licensed products of teams they support.”
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