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THE GENDER GAP
Whydo companies prefer endorsing maleathletes over female athletes and whatare the influencing factors?
776 BC1897
First Olympic GamesGreece
Modern OlympicsAthens
Olympics GamesParis
1900
1905First
Male Athlete Endorsement
1930 First
Female Athlete
Endorsement
1972Title IX
2007 Wimbledon Sets Equal
Prize Money
2012London Olympics change rules of representation
2014 First Female Ski Jumper
Whatis the significance of these factors?
Female athletes are broadcasted less than male
athletes
Less people can watch female
sport
Creating less fansNo intererest from
companies to endorse
female athletes without
fans/endorsements are uninteresting to
broadcast
Why does this matter?Ethics & Win-Win Situation
GROWTH MARKET=2X (CHINA + INDIA)
40%of season tickets are purchased by women
women make up….36% Twitter followers43% Facebook followers
Companies Endorse Female Athletes
Satisfying an Unsatisfied
Target Market
Demand to Purchase Endorsed Products
Creating More Fans Female
Athletes Gain Recognition
The Win-Win Cycle