International Journal For Multidisciplinary Research

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A Study on Understanding the Perception of Marketing Differences Between Men’s and Women’s Professional Sports Leagues

Author(s) Aanal Doshi
Country India
Abstract Professional sports have long been dominated by male athletes and leagues, with women's sports receiving significantly less media coverage, sponsorship, and investment. While women's profes sional sports have made strides in recent years, including increased television coverage and sponsorship deals, many believe that there is still a significant gap between men's and women's sports leagues. One potential area of difference between the two is in their marketing. This study aims to investigate the perception of marketing differences between men's and women's profes sional sports leagues and highlights the importance of promoting gender equality and providing visibility for women's sports.
This study utilized a survey method to investigate the perception of marketing differences be tween men's and women's professional sports leagues. A total of 437 respondents participated in the survey, with the majority being sports fans. The study utilized Jamovi software for data analysis and found that participants perceived differences in marketing between the two leagues. The results of the survey showed that participants perceived differences in marketing between men's and women's professional sports leagues. Specifically, women's sports were often market ed towards a family-friendly and community-oriented audience, while men's sports were market ed towards a broader and more diverse audience. Additionally, participants noted that women's sports were not marketed at the same capacity as men’s pro sports. Interestingly, despite the per ceived differences in marketing, the majority of participants did not express negative opinions about the marketing of women's sports. Instead, many participants recognized the importance of
promoting gender equality and providing visibility for women's sports. The survey also revealed that while the majority of participants were viewers of men's sports due to easy access, many were also fans of women's sports. This suggests that there is a significant and growing fanbase for women's sports, which could be harnessed to increase their visibility and popularity.
The findings from this study may inform future efforts to increase the visibility and popularity of women's professional sports, ultimately contributing to a more equitable and inclusive sports landscape.
Keywords Professional Sports, Gender Equality, Perception of Marketing Practises, Sponsorship, Brand Awareness
Field Business Administration
Published In Volume 5, Issue 6, November-December 2023
Published On 2023-11-12
Cite This A Study on Understanding the Perception of Marketing Differences Between Men’s and Women’s Professional Sports Leagues - Aanal Doshi - IJFMR Volume 5, Issue 6, November-December 2023. DOI 10.36948/ijfmr.2023.v05i06.8795
DOI https://doi.org/10.36948/ijfmr.2023.v05i06.8795
Short DOI https://doi.org/gs4xqb
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