To Increase Attendance, Organizers Should Look to Meeting the Needs of Female Spectators By Jennifer Rottenberg P ink seat cushions, potpourri in the lavatories, and young, well-built male ushers in tight leather pants. The truth is, what women want is not altogether different from what men want. But there are subtle differences that, if addressed, can lead to a more pleasant experience for your entire audience. The following are insights gleaned from fan survey research I conducted while at Harvard Business School, as well as some other recent research. Women relate to athletes differently than men.
Women enjoy the teamwork, as opposed to personal glory, in sports.
However, women also have a keen interest in individual players and often will support a particular team because of their affinity for a particular player. Women want to be inspired by athletes, but they also want to know that they are human and, therefore, want some insights into their backgrounds and personal lives. Keep that in mind when creating advertising and promotional materials, as well as the game program. When putting together the program, also remember that most women's interest in athletes extends beyond statistics, in fact, most female fans are bored by statistics. Female spectators want to know a game's context.