Women’s apparel is the “fastest growing segment of sales” in the NFL, as females now account for “45% of all NFL fans,” according to NBC’s Janet Shamlian. NFL CMO Mark Waller said he expected women's merchandising to become this big because league execs “always felt that we were underserving” female fans and “not giving them what they need." Shamlian reported that is not the case now, as the team store at Sports Authority Field at Mile High is "boutique-like, with soft lighting and plenty of choices." But merchandise in the stadium “is just the first down in the NFL's gameplan.” The league is “actively" going to female fans not already attending games, as glossy ads in women's magazines feature “models and actresses in the latest looks from the sidelines.” Also, the staffs of NFL teams “more closely resemble their fans." Texans Integrated Media Manager Deepi Sidhu said the team is “really trying” to bring female fans "into the fold.” Shamlian noted that almost 6 million women played fantasy football last season, with women being the "new face of the football fan" ("Nightly News," NBC, 9/8).
