NFL 101 : Understanding the Female Market for Professional Football : Philadelphia Eagles Camp

Abstract

The proliferation of alternative and competing sports has heightened competition for attendance, television revenue, and sponsorship dollars. The result has been a reinvigorated focus on satisfying fans and executing sound marketing. Perhaps not surprisingly, a wealth of this new marketing effort has been directed toward female spectators with novel approaches to build female fan bases such as NFL 101 camps. We collected primary data from a National Football League market development event for women. The study assessed: 1) attitudes towards the team and event, 2) specific outcomes related to attendance at the event, 3) motivations for attending the event, 4) behavioral intentions towards the team and team sponsors, and 5) respondent demographics. Based on our analyses we provide an overview of attitudes and opinions regarding the market development event. In addition, a number of significant relationships are identified.