- Dr. Elizabeth Delia, University of Massachusetts, USA
- Dr. Andrea Geurin, New York University, USA
- Dr. Michael Naylor, Auckland University of Technology, New Zealand
Women’s professional sport has grown dramatically in recent years but scholarly inquiry has lagged behind. Lough and Geurin (in press) identified several areas for marketing-related research advancements regarding women’s professional sport, including endorsement opportunities for women athletes, more innovative marketing campaigns for women’s teams/leagues, and strategies for enhanced engagement with women’s sport fans. An in-depth study on women’s sport conducted by Nielsen (2018) stated that 84% of sports fans across eight different countries reported being interested in women’s sport. One illustration of the high level of consumer interest in women’s sport was the 2015 Women’s World Cup final, featuring the United States and Japan, which was the most-watched football game in American media history (Sandomir, 2015). With the rise of the number of women’s professional leagues globally, combined with the ever-growing consumer interest in women’s professional sport, there is a strong need for new and innovative research on this topic to assist women’s sport organisations and to further the limited literature that exists on professional women’s sport.
The aim of this special issue is to showcase high-quality research related to marketing and women’s professional sport. We hope the content will span varied dimensions of marketing and professional sport contexts from countries around the world. This call covers a broad range of marketing topics within the context of women’s professionalism and emerging professionalism. In addition to providing practical insight on marketing in women’s professional sport, authors should also consider the extent to which the research supports or deviates from existing sport marketing theory.
Suitable topics include, but are not limited to the following:
- Professional sportswomen as endorsers
- Social media usage of female professional athletes, women’s teams, leagues and fan communities
- The behaviour and/or psychology of women’s professional sport fans
- Segmentation of women’s professional sport fans
- Marketing strategy in the context of women’s professional sport
- Ticketing, retailing and pricing in women’s professional sport
- Branding strategy in women’s professional sport
- Sponsorship within women’s professional sport
- Corporate social responsibility and women’s professional sport
- Fantasy sport and women’s professionalism
Notes for Prospective Authors
Submitted papers should not have been previously published nor be currently under consideration for publication elsewhere. (N.B. Conference papers may only be submitted if the paper has been completely re-written and if appropriate written permissions have been obtained from any copyright holders of the original paper). All papers are refereed through a peer review process. All papers must be submitted online. To submit a paper, please read our Submitting articles page. Authors should select this special issue on the pulldown menu during the submission process.
If you have any questions about the special issue, please contact any of the guest editors: Liz Delia (firstname.lastname@example.org), Andrea Geurin (email@example.com), and Michael Naylor (firstname.lastname@example.org).
Elizabeth B. Delia, Ph.D.
McCormack Department of Sport Management
Isenberg School of Management
University of Massachusetts Amherst