Date of Award

Spring 2021

Degree Type

Thesis

Director of Thesis

Khalid Ballouli

Second Reader

John Grady

Abstract

This study analyzes the growing subsection of female sports fans. Through a review of scholarly research articles, this study examines female sports fan motivations and behaviors and how they differ from the classic male sports fan. Additionally, this study aims to investigate how sports marketing executives try to appeal to women as sports consumers and how these practices have begun to change in recent years. This study will provide a summary of existing research on female sports fans along with a review of marketing initiatives used to engage female sports fans.

First Page

1

Last Page

62

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