women’s sports industry: a study in opportunity – ch 20 notes from women in sport, greta cohen,...
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Women’s Sports Industry: A Study in Opportunity – Ch 20
Notes from Women in Sport, Greta Cohen, Ed.
Notes by Nancy Bailey
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Purpose of the chapter Present economic issues impacting
women & sport Describe Industry segments Include brief Interviews with
experts
Present economic issues impacting women & sport
Describe Industry segments Include brief Interviews with
experts
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Professional Leagues: Basketball & Softball Two leagues late 90’s – American
Basketball League & the WNBA ABBL: 8 teams playing 40 games;
located in college towns; hired some local talent to draw spectators
New England franchise drew 8,000 Salaries were about $80,000
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ABBL Closed: 1998 Economic reasons: No solid broadcast contract Resulted in limited visibility &
marketablility Had Fox & BET, but no major
network WNBA opened in June 1997
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WNBA Success Located in NBA cities Names of teams somewhat paralleled
the NBA teams (Utah Starzz – Jazz; Houston Comets – Rockets)
Salaries $32,500 to 60,000 + benefits,
Tuition reimbursement, paid maternity leave, in-season housing allowance, per diems
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NBA Partnership 1st players’ union negotiated
contract in 1999 Share offices, staffs & facilities NBA internet websites have links to
WNBA Publicity during the NBA broadcasts National broadcast contracts: NBC,
ESPN, Lifetime
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NBA Partnership 2 Local agreements: franchises have
contracts with Direct TV called WNBA Season Pass
Broadcast in 125 countries in 1999
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Softball League 1996- International Women’s
Professional Softball Association – 10 teams
Went broke & folded after four years
1997 Women’s Professional Fastpitch & changed name in ’98:Women’s Pro Softball League
Four franchises in 2000
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Softball League Description Sponsors: AT&T, B of A, Louisville
Slugger, and others Broadcast deal with ESPN2 From 1998-2000, 25 games
broadcast Sometimes higher rating than
soccer or hockey games Salaries: $4800 - $15,000 for 3
month, 32 game season
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Players Belong to the League Salaries are summer supplements
for women who work fulltime in the off season
Each team has a salary cap Lots of talent disparity in the 1st
year Few players have agents; get
endorsements on their own
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Not Much Exposure for Players Dot Richardson’s name recognition,
for example – Olympic team experience
Travel 72 games in 78 days From Tampa to Virginia by bus Two flights to Akron, Ohio Exhibition games v. U.S. Team;
broadcast Every team plays every week end
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Professional Tours: Golf & Tennis LPGA established in 1949 Babe Zaharias, Patty Berg, Louise
Suggs among 13 founders Board members did it all: planned,
org. tournaments, managed membership
No financial support 1st year: $50,000 prize money
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LPGA Growth In 1959: 26 tournaments for $200,000 In 1996 raised $78 million for charity Eight events had 1 million + purse 34 of 42 tour events broadcast $35.5 million in prize money By 1990’s more TV coverage than other
women’s sport: 30 national marketing partners: all major networks + cable
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Tennis The economic struggles in women’s
sport exemplified in professional tennis Virginia Slims in 1970’s – Billie Jean King 2000: woman winner at Wimbledon:
$666,500; male winner:$740,125 French Open $597,000; $628,000- male
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U.S Open Equal Prize Money In 2000 the US Open is the only
Grand Slam event that has equal $$
Current Tour: Prize money is about $58 million for 58 events
Wide TV exposure
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International Sport Women’s professional basketball
played extensively in Europe, S. America, Japan & Australia
Three divisions in Europe; 3 levels Countries: Italy, Greece, France,
Spain, Germany, and others Salaries vary widely
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Different European Models First Division teams: salaries + room &
board 2nd and 3rd division teams’ players have
other jobs to make a living Japan: Corporate Sort Model: BB, VB,
Soccer & Softball Play as part of their job for the corporation Few short term contracts for highly skilled
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Greek BB Player’s Experience Gianna Riga: 13 year career, Athens Three point shooting guard Many players also work as coaches
at the BB academy for their team 12 teams in division A-1 National
League; 22 game season Bus travel, no TV or radio coverage
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Other Professional Opportunities NASCAR driving, Indy car, National
Hot Rod Bowling Billiards Volleyball Rodeo Soccer
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Corporate Sponsorship of Women’s Sport Olympic corporate sponsors: Coca-Cola,
McDonald’s, VISA, Nike, Adidas Reasons corporations choose to sponsor: Public awareness, reinforce their product
recognition, I.D. company with market segment, involvement in community, good will among opinion makers, media benefits, competitive advantage, hospitality & entertainment.
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Examples of Corporate Sponsorship Company gets tickets in turn for
displaying logo, ads, etc. Many levels from many sources:
Tenn. Lady Vols: State Farm Tip Off Classic;
Avon running circuit; WSF many sponsors
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Values Vary WNBA sponsors paid $2.5 million
annually Electrolux: $1.4 mil for 3-year LPGA
Nashville Tournament U.S. Olympic Committee give $ to
winners: $50,000 for Gold; $25,000 for Silver & $10,000 Bronze
Not much sponsorship for paraOlympics
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Women As Sport Consumers Decisions made by women: 86% for
all sport clothing purchases Children’s sport clothes: 91% 63% of men’s sports clothing bought
by women $143,965 million for athletic
footwear 1999 NASCAR cars feature Tide, Pepsi +
beer
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Women’s Apparel v. Small Men’s Clothes Recent change Designed for women Sports magazines for women SI for Women; Women Sports &
Fitness, etc.
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Women in Sport Industry Careers Product endorsement increased 60% of US women work full time now In 1952, only 32% worked outside the
home Sport industry larger than automobile
industry in the U.S. ($213 billion) Sport management, exercise science,
sport psychology, nutrition, 200schools offer Sport Management degrees
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Opportunities Professional sport, intercollegiate
athletics, youth sport, facility management, event management, sporting goods, health, fitness, wellness, recreational sport and sport for people with disabilities and international sport
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Male Dominated Careers Although all these careers are male
dominated…. Women are in key positions within the: NBA, NHL, NFL, MLB, WNBA, MLB,,
minor league baseball, hockey; sporting goods major college programs, fitness centers, sports reporters, broadcast journalists, Olympics and para Olympics
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Top Female Sport Executives 46.6% coaches of women’s sport,
2000 Down from 49.4% in 1994 Of 534 new NCAA college jobs in
last two years, 107 women were hired
Women of color only a fraction of that
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Career Advice P. 392 – 393 list of tips Table 3 page 395 lists occupations
& earnings averages