Articles in this issue:

• A Case Study of How One Company Uses Sports Sponsorship to Reach a Female Audience

  Allen S. Furst

  sponsorship sponsorship objectives sport marketing skating gymnastics consumer strategy Women's sport foundation WSF traveling and training fund event management Consumer Health Division...Read more

• Communicating with Women in the 1990s: The Role of Sport Marketing

  William A. Sutton

  Rhonda Watlington

   sport marketingwomenfemale spectatorstarget market ...Read more

• The Women's Audience in Professional Indoor Soccer

  Susan Hofacre

  In 1983, Frank Deford described the Major Indoor Soccer League as selling Show, sex, and suburbs (Deford, 1983, p.62). Although professional indoor soccer has had difficult times since its inception in the United States, it has remained constant in its appeal to female fans. It remains the one professional team sport that consistently has had a fan base comprised of 50% female. There are several reasons for this appeal. However, the perception of who exactly that group is and how soccer marketers address those fans has changed. The history of professional indoor soccer also points out...Read more

• An Analysis of Prize Money and Domestic Television Coverage in Men's and Women's Professional Tennis

  Rosemary Wagner

  Women's professional tennis has grown dramatically since the 1970s. Marked by several key events, that growth is noticeable in number of events, amount of prize money, and television coverage. When compared to men's tennis or to women's golf, though, women's tennis has disadvantages. These may affect how well women's tennis can market itself.Read more

• Marketing Intercollegiate Women's Basketball

  Debbie Antonelli

  Marketing to women through the athletic medium has become an interesting and valuable tool for corporate America. As the interest continues to grow in women's sports, marketing people must be prepared to establish selling inventory and corporate packages to accommodate that interest. Ohio State has found a way to create inventory to sell the women's basketball program. The selling inventory comes in the form of a commercial radio network, a primetime coach's show, and an aggressive season ticket plan. The Department of Athletics chose to be assertive in marketing and promoting the women's...Read more