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Volume 26 No. 139
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SeatGeek CMO On How To Reach The Female Sports Fan

Ogden-Reese touted SeatGeak's efforts to understand what is important to female sports fans
Photo: MARC BRYAN-BROWN
Ogden-Reese touted SeatGeak's efforts to understand what is important to female sports fans
Photo: MARC BRYAN-BROWN
Ogden-Reese touted SeatGeak's efforts to understand what is important to female sports fans
Photo: MARC BRYAN-BROWN

SeatGeek CMO Jennifer Ogden-Reese knows females just want to be treated like sports fans, and her company has sought to better understand the female sports fan base. After the USWNT’s World Cup title run, Ogden-Reese saw an opportunity, and SeatGeek set out to talk to thousands of female fans to better understand what’s important to them. SeatGeek found that women are more likely to purchase tickets via mobile apps than men, more likely to consume sports content on social media and once in the stadium, they purchase as much as male fans. Ogden-Reese: “We asked women, what is the number one thing we could do for you? And they said, ‘Treat us like real fans … shine the spotlight on us ... not as tagalongs to men or kids.’” This inspired SeatGeek’s “We Fan” campaign, which was completely shot, produced and modeled by women. Ogden-Reese said that the campaign has had the highest click through rate and twice as much engagement as their usual campaigns. She said, “Listen to your fans, deliver authentic messaging and it's going to work.”