Yes we know Vince Lombardi allegedly said “Winning Isn’t Everything It's The Only Thing,” (he didn’t and if you see the play “Lombardi” you get the real scoop, but I digress). However today getting the “W” is becoming more and more about getting women to watch, engage and purchase than it may be about getting wins, especially for properties and brands who are spending huge dollars in sport and need to grow their base.
Two recent cases in point are ESPN launching their new site ESPNW and the NFL's new site for women. Both brands realize they have to get more active with the group that is doing the purchasing, and it is not by just creating pink items or holding seminars to explaing football 101 to a group of stay at home moms. These sites, and others like them, are looking to give women a voice, their own voice, in the male dominated worl of sport. It is an attempt for peer to peer dialogue that talks about what women see, feel and experience in sport, and it could be a place where women turn to to help engage in the experience of sport, not just learning about the x's and the o's. Other sports like NASCAR and baseball have looked to embrace the female fan over the years through explanation from a male perspective to varying degress of success, but that perspective often gets lost in guy talk. The NFL and ESPN are using the voice of women to see what stories and ideas are out there, whether it is in apparel that is tailored to women or in stories of success of women in sport, to try and engage from a different level. For all the issues and titilation of Jenn Sterger and Ines Sainz there are hard working and solid role models in journalism like Tina Cervasio and Doris Burke filling jobs and reporting on stories that were just designed for men in the past, and those women as role models, not just for women but for ANYONE in sport, are worthy of being told. A site lik. Pretty Tough has done a good job of looking to engage with positive stories of young people and athletes, but major platforms like ESPN and the NFL can tell those stories on a much wider scale, and potentially spawn new eyeballs and dollars both male and female.
Thus far the effort by the NFL and ESPN is just starting but is worth watching. It will only work for the long time if the traffic and the dollars flow in reality as they do in theory, and brands find this latest attempt as the right one to engage women both as positive stories and consumers. Outside of the United States that effort will be tougher to grow, as sport is still very much more male dominated than it is here, but the effort is certainly a smart one. There is no doubt women watch, spend and in growing numbers participate. Speaking to the demo in the right voice has been elusive, but maybe now this is the right means and the proper time.
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