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The tipping point for genuine connection to fans

In time, September 2015 may be remembered as the moment the sports industry stopped marketing to women distinctively and started seeing them for what they are: athletes and fans.

Strong data over time and a September tipping point experience with the Tampa Bay Buccaneers provide compelling evidence. It makes sense to draw distinctions in sports strategy if the group you are working with likes different

things, likes them for different reasons or acts on them in different ways than the rest of the sports market. Even then, if they are distinctive, it only makes sense to invest if there is clear evidence it will produce growth for the business and/or the experience of the group in question.

When was the last time you saw an American sport launch a program aimed at French Americans? French American engagement in sports cannot be distinguished from the population as a whole in a way that presents a distinctive opportunity for growth — for a sport or for the experience of French Americans.

DARCIE GLAZER KASSEWITZ

CO-PRESIDENT,
GLAZER FAMILY FOUNDATION

The Buccaneers ownership has taken a strong personal interest in the RED program.  Given the reactions to the launch, how do you see the future?

“The success of the RED Launch exceeded our own expectations and reinforces our belief that a program that includes not only our most passionate fans, but also new fans, would be well-received.  We are excited for our next opportunity to enhance the fan experience through additional RED events and to show our wonderful fans how strong our commitment is to them.”

The American female experience of sports is no longer meaningfully different from that of American men. Girls today become sports fans around the same age as boys (see chart, below). While men of all ages are still bigger fans, the gap is closing the younger the fan is. In the mid-1990s boys 12 to 17 years old were 23 percent more likely to be avid sports fans compared to girls. Today the difference is 17 percent, a 6 percent gross decline in the interest gap. The gap between men and women 18-34 has dropped by 3 percent.

The amount of decline in the gap is less important than the fact the gap is closing. In another generation it could be gone altogether based on the change in sports participation over the last 20 years (see chart, below). Girls 12-17 are as likely as boys to have played the biggest sports on an organized team, with the exception of football, setting the stage for them to be equal in fan interest over time.

Not only are the girls playing as much as boys, they like the same sports. From the ESPN Sports Poll (2015) the top three favorite sports for both men and women 12-17 and 18-34 are football, basketball and soccer. The top three favorite sports for both men and women 35-54 and 55 and older are football, baseball and basketball.

Here’s the point. The closer men and women get to liking and playing the same sports, for the same reasons, and in the same ways, the closer we get to a time when focusing distinctively on women makes as much sense as calling out French American fans. This is the tipping point. We are not fully there yet, but we are already seeing diminishing returns on those investments. Women aren’t that different, so it doesn’t provide a positive impact to business or their experience. Worse, going forward it could be detrimental, not just diminishing. Which brings us to the recent Bucs experience.

Turnout for RED Launch exceeded the Bucs’ expectations. The team is planning a follow-up event.
Photo by: TAMPA BAY BUCCANEERS
As part of a new integrated, holistic strategy to enrich fan experience, the Tampa Bay Buccaneers launched RED, a program geared toward women. They introduced RED in September just before opening day with the RED Launch Party featuring a dozen experiences from talks with former Bucs, to a review of the draft with the general manager, and yes, elements on tailgate food ideas and style. The public and media reaction to the announcement and the concept were what identify this as, perhaps, the tipping point.

SPORTS AND GENDER

At what age did you first become a sports fan?

Ages Males Females
12-17 9.3 9.7
18-34 8.2 12.1
35-54 9.3 14.0
55+ 10.9 19.4

Note: Numbers represent mean age for each group.
Source: Luker on Trends — ESPN Sports Poll, March 2014, 693 respondents

Played organized sports

Baseball/Softball
Ages Males Females
12-17 51% 53%
18-34 63% 49%
35-54 69% 52%
55+ 72% 44%
Basketball
Ages Males Females
12-17 50% 50%
18-34 57% 45%
35-54 46% 39%
55+ 51% 34%
Soccer
Ages Males Females
12-17 45% 55%
18-34 54% 47%
35-54 40% 28%
Football
Ages Males Females
12-17 47% 13%
18-34 57% 14%
35-54 55% 6%
55+ 51% 8%

Source: Luker on Trends — ESPN Sports Poll, March 2014 and June 2015, 1,863 respondents

Immediate reaction to the inclusion of food and style suggested that the Bucs were being patronizing in their approach. But that voice and those concerns lasted only a media moment. Initially 500 had registered for RED Launch but by the time of the event more than 1,500 registered. And there was no more negative media about RED. The idea was embraced because the program was all-encompassing. It was not focused on — certainly not limited to — stereotypical female roles of the past.

The Bucs surveyed the attendees after the event. Fifty percent said it was much better than they expected, (87 percent said “better” or “much better”). Ninety percent said they would attend future RED activities. Ninety-six percent said they would recommend attending to a friend. The Bucs said the reason for RED was to improve the fan experience and grow the community. Fifty-seven percent said RED Launch was very effective at doing that (94 percent said “effective” or “very effective”). It worked, and the Bucs plan a November follow-up event.

If this is the tipping point, does that mean do nothing for female fans? The Bucs experience says the opposite. Do more, but focus on what is distinctive, and support, encourage, enable richer engagement for all fans in the ways that are most appropriate for where they are in life. Think of it this way. You would do special programs focused on dads, right? But you wouldn’t think of a father as different in any way from any other male fan.

The last question on the Bucs’ survey asked the attendees where — compared to men — they think women are today in their sports engagement. Fifty-nine percent said just as avid as men, 25 percent said just a little less than men. Sounds just about right.

Rich Luker (rich@lukerco.com) is the founder of Luker on Trends and the ESPN Sports Poll.

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