Fashionable Football

The NFL is starting to pay more attention to the other half of the population, women. Females may not be your typical demographic when you think about football, but they have proved to be a lucrative target market. Because of this, the NFL is changing its marketing strategy for women and embracing the new fans.

Women are the marketer’s dream. They decide what, when and how much to buy for the household, and they are more likely to become brand loyal than men. Women are also responsible for 70 to 80 percent of all consumer spending. So, the NFL has finally started to take advantage of this opportunity by offering women more merchandise.

The NFL created the Fit for You clothing line that specifically targets women. The line was even featured in Vogue and held a showing during Fashion Week at Grand Central Station. Other retailers have also started to include football female fashion items including Victoria’s Secret and Nike.

The NFL isn’t stopping there. The corporation started a party-planning site, so women can learn how to host football parties in their home. The site calls these parties Homegating and helps with ideas for food, decorating, and supplies. Since women are the decision makers for the home, the site perfectly taps into the female market.

There is no doubt that these strategies are working. Female viewership of the Superbowl and NFL games has increased more than men. In fact, there is a 25 percent increase in women watching Sunday Night Football games and only a 10 percent increase by men. According to this, the numbers are all pointing towards a growing female fan base.

Ladies run the purchasing world, and that won’t stop when it comes to football. Next time you go to a football game, appreciate the women who are keeping the NFL alive and well.