Marketing to Women: Women Love Football Too!

October 22, 2012 § Leave a comment

There is a prevalent myth among marketers that women don’t watch sports.  The NFL is debunking that myth.   Here’s some info from Advertising Age that shows that football scores with women.  The Super Bowl’s female audience has more than doubled in only five years.  The last three Super Bowl telecasts have set records for being the most-watched shows by female viewers.

And NBC’s “Sunday Night Football”  has  become the first sports show to finish in the top spot in prime time.  Why?  Well the weekly match-ups ranked fourth among women 18 to 49 years old, behind only “American Idol” (Wednesday), “The Voice” and “American Idol” (Thursday).

Another clue to the popularity should be the number of pink shoes and gloves you have seen on NFL players during Breast Cancer Awareness month.  The National Football League and NFL Players Association support October’s National Breast Cancer Awareness Month with their fourth-annual national breast cancer screening initiative and fundraising campaign. The campaign seems to be working – 64% of NFL female fans and 61% of all NFL fans identify the importance of annual screenings, especially for women over 40.

And football fashion is not far behind.  Remember those spots about NFL apparel for women?  Well, it turns out that it’s the NFL’s fastest growing consumer-products business, showing double-digit growth.  And who’s jersey reigns? Last year it was Pittsburgh Steelers safety Troy Polamalu  among women’s jersey sold. Polamalu was followed by Peyton Manning and Drew Brees, who rank fourth and second on the men’s list, respectively, according to stats from

The Dunham household has loved Troy Polamalu since he played for beloved USC Trojans.   Troy’s brother-in-lay and business partner Alex Holmes says that of Polamalu’s more than 2,222,349 likes on Facebook, 49 percent of his fans are female.



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