Marketing Women’s Sports – A European versus North American Perspective

Authors

Nancy Lough, University of Nevada, Las Vegas
Ceyda Mumcu, University of New HavenFollow

Author URLs

Professor Mumcu's Faculty Profile

Document Type

Book Chapter

Publication Date

2016

Subject: LCSH

Women athletes, Sports--Marketing

Disciplines

Sports Management

Abstract

(from p. 355) “Women as ‘others’ within the domain of sports represents one of the many challenges those marketing women’s sports face. The commodification of female sports fans has been noted, suggesting there is an increasing awareness of the potential value aligned with women as sports consumers and women’s sports as a product.”

Comments

The book may be purchased here.

Repository Citation

Lough, N., & Mumcu, C. (2016). Marketing Women’s Sports - A European versus North American perspective. In Simon Chadwick, Nicolas Chanavat, Michel Desbordes, eds. Routledge Handbook of Sports Marketing, 355-68. ISBN: 9781138823518

Publisher Citation

Lough, N., & Mumcu, C. (2016). Marketing Women’s Sports - A European versus North American perspective. In Simon Chadwick, Nicolas Chanavat, Michel Desbordes, eds. Routledge Handbook of Sports Marketing, 355-68. ISBN: 9781138823518