Generation neXt: A New Market of Sports Fans 

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i am a man that likes naked women. i also happen to be a man that enjoys sports. now, if there were some way to introduce some nudity into women's sports, i am more than confident i would be able to find a way to become a fanatic.

I'm attending my third Super Bowl next week, and for those who've been, all will tell you it's more than just the game. One party I hope to attend is the Sports Illustrated Shindig in Downtown Houston. They're featuring all of the women who've appeared in their famous swimsuit edition. Now before some readers get angry, do you realize that female athletes like Steffi Graf have posed for that issue? I'll dig up a list of all of the athletes, women athletes, who've appeared in SI's hottest selling issue. So, that's way of answering your question Erin. Sex has been a part of the "selling" of sports for a long, long time. But my answer's an incomplete one; more soon.

C.S. - Thank you for your thoughtful response to "Generation neXt" and the comments related to it. Your comment provided a creative and interesting spin on why men watch sports - one that takes a deeper approach than just "sex sells". I appreciate your perspective, because the so-called evidence that sexual marketing works in any sort of meaningful way compels me at a level of slim to none. I took your idea of "extremism" to mean merely that as Americans, we are constantly pushing limits and looking to be amazed, and that male sports performance often satisfies this more than female ones. Indeed, most sports fans seek the best of the best to watch and enjoy on a recreational level. But I also ask you this: Beyond recreational TV watching, which teams/athletes are you willing to really pay attention to and pay money to go see? Similarly,as a sports fan, why do you watch the particular sports and teams that you do? And (if this applies), why have you watched them for years? I would offer that it is likely that you watch/follow/support "your" teams - because of a family, geographical, traditional, or otherwise personal affiliations. I'd also bet, since you seem to fall into my definition of a real sports fan, that you follow your teams not only during winning seasons seasons and extreme performance highs, but also lows as you root for your team to improve and gain ground season by season. If a lust for "extremism" was the only answer to why men watch certain sports/athletes, then wouldn't male fans change the teams and sports that they root for season by season, or even week by week? How could you explain die-hard fans that remain loyal to horrendously performing squads? I believe that another key component in the explanation for the behaviour of the typical male viewer or sports fan in general is, in addition to "extremism", what I like to call "investment". This occurs when loyalty to a team, to an area, and to certain players exist and persist. Sometimes, for life and in the form of season-ticket holders. And, Zennie, wouldn't you agree that fan loyalty contributes to the long-term profitability of professional male sports leagues? Sure, the bandwagons will always roll. And it's amazing and fulfilling to watch evening highlights that contain the best, most extreme plays of the day. But it is the personal relationship between man and sport, and man and team, that I believe create the long-term following that drives the financial success of many male sports - not just their extreme talent levels. My major point of this is, yet again, optimism for women's sports. While not as extreme perhaps, I believe women's sports can compete in this area of the profitibility question. I hope that women's sports, as well as less-followed men's sports, eventually gain enough exposure to become personal to individuals and communities in a way that benefits them financially with a long-term following and tradition. How does sexual marketing come close to accomplishing community pride, tradition, or loyalty? It's the same as Hollywood if you ask me - here today, gone tomorrow. To see sexual marketing as a long-term solution to the profibility problem in women's sports is as absurd as replacing the classic covers of Sports Illustrated with ones similar to US or PEOPLE magazine.

It seems that Miss Vranas does have her eye on the horizon. Unfortunately, the seer is looking a decade or more into the future. Generations take times to grow up and popular opinion is difficult to change. That being said, catalysts like Michelle Wie,Annika Sorenstam, Venus & Serena Williams, and the US Womens soccer team can speed up that process. Kudos on your take. Kudos. Eagerly waiting your next post!

Erin's article was about a generation of female athletes who have finally been given an opportunity to compete at a high level, and who, as a result of their own committment and ever-increasing talent, are in a unique position to shape the future of womens' sports.....and Zennie (if that is your real name) has merely responded by saying (and I paraphrase)..."all guys, whether they admit it or not, will be more interested in womens' sports if they shift their marketing towards sex, because afterall, sex is all around us...tv, movies, video games....let's all jump aboard and achieve revenue growth." Zennie, your argument may accurately describe the infantile mind of most male business execs (if not most males in general), and the idea of a Sue Bird or Mia Hamm swimsuit calendar has the cash registers ch ching'ing, but before we start to "roll" as you put it...take a closer look at why men's sports dominate....and its not because Wally Szcerbiak took his shirt off, or Allen Iverson's sexy tattoos, or the charming way that Kobe Bryant entertains hotel staff. Just compare three sports: basketball, soccer, and tennis. Male sports fans, while admittedly aroused by sexual stimuli, are primarily entertained by what I like to call "Extremism." Because male professional sports leagues represent the most extreme examples of jumping, running, lifting, hitting, diving, and kicking...anything less than those extremes appears second rate. If men are going to watch a sport where you jump and shoot (basketball) then they want to see the "highest" jumpers and most accurate shooters...if it's possible for a player to do a 360 degree one-handed tomahawk jam, then "why would any guy desire to see a finely executed layup"...or so the common excuse goes. Basketball is a sport that appeals to this extremism, and hence to the market as well, because the men who play in the NBA can simply do things that no other human being on earth can do, and that disparity is evident on almost every single play....the NBA truly is "FANtastic" because as Jordan or Vince Carter, or whoever is the star of the day, lifts from the floor and comes down with an acrobatic dunk, it's more fantasy than it is reality....women can't fulfill that fantasy...not for a lack of effort, but because they are limited by the physiological reality that they will not jump as high, lift as much, or ultimately run quite as fast as male athletes of the same caliber. Just look at the advertisements...."Right Guard EXTREME----extreme odor protection"; "Gillete Mach 3 Super Turbo---for an EXTREMELY close shave"; "Next on FOX...Extreme Car Chases followed by Extremely Stupid Human Behavior." If there's an extreme version of anything on the market....men will be buying it. My larger point here is 1)men do "outperform" women on the basketball court, but more importantly 2) the standard by which we judge such performances is so skewed by this hunger for extreme physical exploits, that the value of the sport is lost. In short, even hot pants and halftime mudwrestling wouldn't save the WNBA. It would only fuel the fire. Now look at tennis. Women's tennis has indeed become more popular in recent years, and I would argue that its because the extremism of male tennis actually came to work against it. With new racket technology, and new fitness programs, men are hitting the ball so hard that points are over before they even begin ("Sampras serves, Agassi returns, Sampras volleys, point over"; or Sampras serves, Agassi returns, point over"; or just "Sampras serves, point over!"). In the context of tennis, what people seem to want to see is rallies...epic, prolonged, points that allow us to feel emotions other than "whoa, that was a really hard serve." Inevitably someone will argue..."the reason for the rise of women's tennis is male fascination with Ana Kournikova." Is Kournikova beautiful? Sure. Might she draw more viewers to her televised matches because of her short Addidas skirts. Yes. But one blonde can't explaing why most men actually prefer watching, both live and televised female tennis matches...between Lindsay Davenport and Monica Seles no less. Tennis is a classic example of the common male fascination with extremism actually backfiring...at a certain point, the ball just goes so fast that not only is it not pleasant to watch, its impossible to see. Obviously, there's way more analysis that could be done on the reverse phenomenon that is tennis....but I'll leave that to the media and business types. A similar thing happens with soccer. It's the most popular sport in the world, but the majority of American sports fans could care less about it...this reality is unfortunate, but still a reality. In soccer, the difference between mediocre play, good play, and excellent play, is far more subtle than in a mainstream American sport like basketball, baseball, or football. We are not a country that appreciates subtlety. Therefore, when a male viewer tunes into a men's soccer game, and then a women's soccer game, he is not immediately met with a glaring indication of the disparity between the players' talents...because soccer is not a sport of immediate action, constant scoring, and frequent celebrations, the way so many of our pastimes are. The reason the nation fell in love with the women's world cup team is because we're unerringly patriotic, the team was a winner, and all things being equal, the casual soccer fan can't discern much difference between the play of male and female soccer teams. The larger point: When there are no physical extremes to choose from, male sports fans will choose a winner (especially when their uniforms are red, white and blue). I'm sorry for the long-winded post, but all of my blathering does indicate one thing...the proper inquiry must go much deeper than "what is sexy" and "what will maximize profit." Call me an optimist. Call me a feminist. I may be both...but more specifically I'm an anti-capitalist...in all of its manifestations. We should all just consider how indicative this crisis in female sports marketing is of larger social and political crises. Our economy, our politics, our military engagement, our global expansion...and now our sports, are governed by extremism...the replacement of subtle distinctions with grand generalizations and constant categorization. Extreme acquisition, extreme measures, gluttony on a global scale. I don't want to be too preachy...but how can we be surprised when sports marketing takes this ugly turn(toward "sexing things up") when its merely reflecting the global capitalist desire to accumulate assets, increase power, and administer control. Americans have been ingrained with a desire to dominate, acquire, penetrate, destroy, and power forward. If we all don't recognize the striking similarity between the male fascination with sexual conquest and the male fascination with global-capital conquest...we'll never get to the bottom of the question that Erin originally posed. Until "Extreme" is no longer the tag-line for male-targeted advertising, and until men learn (are taught) that words like "ultimate," "power," and "thunderous dunk," aren't the proper linguistic tools for evaluating athletic performance, the problem will only repeat itself.

This morning, Dan Levitar, who announces the Sunday morning radio version of ESPN The Magazine said this, (and I'm paraphrasing): "What about the bonehead comments by that FIFA President (talking about FIFA president Sepp Blatter). He said women scoccer players should wear shorter shorts. What's stupid about the comment is not that it's not true, but that he said it in public." Then Levitar went on to say "He's (again, FIFA's Blatter) certainly right that it would attract the 18-34 year old demographic. It would attract a lot of people. Like me." This is a fresh example of the hypocrasy that exists in today's sports business environment on the matter of the marketing of women's sports. People, yes mostly male, in decision-making positions all think what Blatter said. But even if you say "Blatter should be replaced by a woman," that's not going to change the habits of the consumer of sports events and content. Again, the problem is much bigger than many understand -- or seem to. Women's sports are not profitable in the current way they're being packaged.

Zennie, I agree that a very key question in the profitability problem for women's sports is: What does it take to draw men to the women's game? You have suggested a sexual marketing spin, which I just commented on extensively in response to your blog "Female Athletes, Economics, and Beauty". Please take a look. I proposed the new and unique Generation neXt as a long-term glimmer of hope for professional women's sports leagues. I believe in the power of time to increase the reach and popularity (and therefore profitability) of women's sports. As for right now: Perhaps women's leagues will never be as popular as men's or wildy profitable, but I believe their is enough interest out there to be able to support these leagues financially. I think with a better market strategy and leverage of current interest, these leagues should be sustainable and able to pay female athletes decently. Perhaps the key is not male FAN support, but the support of male leagues/athletes through partner marketing. For instance, what about pairing Lisa Leslie with Shaq to do advertisements, or having public scrimmages or other media events that have the pro men promoting their sport/brands along with female athletes? What about scheduling women's and men's games together, with women's games first...a "two for one" deal. This could save total administrative costs and watching at least the second half of the women's game would be convenient for male fans that are already attending. Etc. These are some of my visions for a marketing plan for women's leagues. Do you think this is feasible on any level? How do you think male athletes would respond to this?

Actually, the sport can be "dynamic" as are many women's sports, but also not make money. I was talking about this problem with the head of the National Sports Marketing Network, and she agrees that there's a terrible problem with the profitability of women's sports. The basic fact is that the average causual consumer of sports content is male. What separates the profitable sport from the money loser is its ability to attract this fan, according to an AT Kearney white paper. Women's sports suffer from this. It's nice and activist to hold that just mothers and daughters should be drawn to women's sports, but that's not enough to pay the bills. On top of that, a number of women still have traditional views of women and women in sports. And once they get beyond that, you've still got to draw them to the games, and get enough eyeballs that a TV corporation is willing the pay large rights fees for the event. Right now, that's not happening. So, nice try Drew. But we're in the middle of a large problem with a broken business model. We've got to fix it. Again, many are attacking the new proposal for the WUSA because it lacks the one factor that will put it over the top: television. To think of designing a league on the backs of corporate sponsors is just not good business thinking in sports. IF you want to understand this better, please play our XFL Simworld. Just go to the SBS home page, by clicking the logo above.

I dug the article, and am now interested in looking at the history of women's tennis, because I think it would support your thoughts. It seems Tennis is the only major sport in which the Women's game is as popular as the men's. Perhaps this can be attributed partly to women of the pre-X generations having participated in the game as youngsters when other sports were less accessible? If so, it might paint a prettier picture for future generations of women's pro sports. And, Zennie, I have to disagree. Sex may sell, but the skirts do no more than accentuate an already dynamic sport. There has to be more to it.

Erin, this column's a nice relative to our SBS blog called "Female Athletes, Economics, and Beauty." Take a read of that, if you would, and offer your opinion. What does it take to draw more men to the Women's Game? I think it's a marketing program that tilts more toward the sexual perspective. I only write this because of what "Joe Six and Twelve Pack" men say. Controversial? Maybe? But I think it's better than the current climate.

nice article. both daughters are knowlegable sports fans. a family tradition, and a healthy passion. good job, we need more stories about women athletes, coaches, journalists, broadcasters, thank you.

Wonderfully written and true to the core. I have to say that I relate with Erin perfectly. I am 24 and grew up in an environment so similar it is weird, so I can understand the writer here like I grew up as her sister. I grew up and athelete and I will be for life, as well as a sports fan, and I like how this short article details what exactly it means and why we are what we are. Well done Erin, and I look forward to your future articles about women and sports, we're on the same page. :)

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