WNBA Looks to Spark Interest – in League and Apparel

When NBA Commissioner Adam Silver admitted that, 20 years after its creation, the WNBA is not where it was expected to be by now, he drew attention to the issues faced by women’s sports marketers in their efforts to move on from the dated “shrink it and pink it” mindset. Marketers are trying to build connections that go beyond female sports fans rooting for their favorite team, to promote women’s fitness as a lifestyle and capitalize on the lucrative intersection of fitness and fashion.

This article addresses the importance of adopting more sophisticated, targeted marketing strategies to gain exposure and connect with female fans by inspiring and motivating them in their personal athletic endeavors.