Millsport CEO Jim Millman writes a BRANDWEEK op-ed
under the header, "Women's Sports Play In Unique Arena."
Millman: "Marketers who believe we are entering into some
sort of golden age of women's sports should slow down and
recognize that the cultural affinity and unparalleled
entertainment quality of the men's game just doesn't exist
on the women's side. It speaks to a fundamental difference
in the sexes. ... Women just may have a better sense of
balance about their lives than men do. ... Said differently,
women may realize that they have far better things to do
with their lives than tuning in and zoning out on sports for
hours on end, and listening to sports-talk radio in the
car." Millman: "Looking to the future, don't be surprised
to see someone recognize that women's sports sponsorship,
executed correctly, could offer a terrific pipeline to the
ultimate affinity group. ... [T]he key will be to portray
women's athletic accomplishments on a higher plane. ... The
value of women's sports is not in signage or play-by-play,
but rather in the positive imagery of women's sports
accomplishments" (Jim Millman, BRANDWEEK, 12/15 issue).
