Review of Literature
There is a definite correlation between the economics of professional women¡¦s sports and their ultimate success. As most success in sport leagues, teams and associations are measured by longevity, win/loss records, and most importantly, revenue, the footprint of female competition at the professional level has not been paramount at any point in our history. Professional women¡¦s athletics is characterized by an economic model and a level of acceptance amongst the masses that differs immensely from their male counterparts.
In this review of literature I plan to examine the major issues contributing to the struggle women¡¦s professional team sports experience, in comparison with individual sports. To better understand the disconnect between female buying power and the support by females of women¡¦s professional sport, I will use industry facts and expert opinions to look closely at the economic pitfalls of professional women¡¦s sports and how that contributes to their ultimate demise. Participation and Buying Power
In the post-Title IX era, female participation in sport has skyrocketed. In 1970, one in every twenty-seven girls played high school varsity sports; compared to one in three today (6). Overall, women currently outnumber men as active sports/fitness participants (1). Since 1991, women have also out-purchased men in athletic shoes and apparel, they participate in most purchasing decisions for men and families, as well as their own, and buy disproportionate to their participation in sport. In short, women control 81% of total sports apparel dollars (6). Hence, the argument that women are not interested in sport and that they do not purchase apparel, remains untrue (3). Team Sports
Women¡¦s professional team sports have had a difficult time establishing themselves as a staple in a booming industry. Some argue that the masculine image of team sports has inhibited women from participating professionally in the United States (4). The best examples of women¡¦s sport at the professional level would be basketball and soccer. Both of these sports are widespread in the United States, both sports enjoy immense participation, yet they struggle economically. WNBA
Women have been playing competitive basketball since 1892. In 1976, women¡¦s basketball became and Olympic sport and has experienced much success at the collegiate and amateur levels since. The first professional league was launched in 1978 and folded 3 years later. Two other leagues were created in 1996¡Xthe American Basketball League (ABL) and the WNBA. The ABL ceased operation in 1999, while the WNBA continues to thrive. Financial woes were the cause of each team¡¦s demise and experts argue that the WNBA¡¦s survival is due to its NBA affiliation (2). It¡¦s an interesting phenomenon that basketball, an American sport, has seen several European leagues and organizations survive throughout the years (4).
Being the most recent failure in women¡¦s professional sports, the Women¡¦s United Soccer Association (WUSA), folded in 2003, just 5 days before the Women¡¦s World Cup began. John Hendricks, Chairman of the WUSA Board of Governors, said that, ¡§a shortfall in sponsorship revenue and insufficient revenue from other core areas of the business proved to be the hurdles which the WUSA could not overcome in time for planning the 2004 season (5).¡¨ Individual Sports
Individual sports in professional women¡¦s athletics, such as golf, bowling, billiards, and tennis, have a much longer, more widely accepted, more easily followed history than that of team sports (4). The Ladies Professional Golf Association (LPGA) was established in 1950 and has since become an international organization. In 2003 Serena Williams signed a contract with Nike that could make her the richest woman in sport (BBC Sport, Dec. 11 2003.)
Sponsorship and Broadcasting Weaknesses
Dr. Donna Lopiano, editorial writer for the...
Cited: (1) ¡§The Future of Women¡¦s Sport.¡¨ Women¡¦s Sports Foundation Business Newsletter. www.womensportsfoundation.org/cgi-bin/iowa/issues/business/article.html
(2) Goodwin, Randy and Ladd Kochman. ¡§Market Efficiency and the Women¡¦s NBA.¡¨ American Business Review. West Haven: June 2004. Vol. 2, Issue 2; pg. 135, 3 pgs.
(3) Lopiano, Donna Ph. D. ¡§Pitfalls in the Development of the Women¡¦s Sports Market.¡¨ Women¡¦s Sport Foundation Business Newsletter
(4) ¡§Professional Women¡¦s Sport in America Today.¡¨ Japanese Women¡¦s Sport. www.jws.or.jp/english/prosports.html
(5) Schmid, Pam. ¡§Women¡¦s Pro Sports Leagues Face Uphill Battle.¡¨ Minneapolis-St. Paul Star Tribune. Abilene Reporter News; June 30, 2004.
(6) ¡¨Women¡¦s Sports & Fitness Facts & Statistics.¡¨ Compiled by the Women¡¦s Sports Foundation: June 1, 2004. (*All asterisked parenthetical references were taken from this source.)
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