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REPORT FROM ISMA CONFERENCE: WOMEN REPRESENT GROWING MARKET
Published October 7, 1994
According to a report in the ORLANDO SENTINEL on this week's ISMA conference on sports marketing for women, ads for beer, razor blades, and trucks "are missing the most important emerging sector of the sports consumer market -- girls and women." Nye Lavalle, chair of Sports Marketing Group: "The total growth of all major (spectator) sports for the remainder of this decade will come from women. ... Women are coming into sports in equal if not greater numbers than men did years ago." FACTS: Females account for 44% of NBA merchandise sales; one out of five U.S. teenage girls "owns or has bought a piece of NBA-sanctioned clothing"; sales of women's athletic shoes increased 9% last year; one in three high school girls takes part in varsity sports; 8.2M U.S. girls and women play basketball, 8.5M run or jog, and 3.8M play soccer. To broaden its own appeal, the NBA "plans to begin producing a line of women's wear." Michele Brown, the NBA's Dir of Women's Marketing, calls women an "untapped market" (Rene Stutzman, ORLANDO SENTINEL, 10/6).