Towards a fashionable attire for women's' sports marketing.
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Date
2013-11
Authors
Kisato, Jacqueline
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
Sports marketing, as a business operation is capable of generating billions of dollars in revenue every
year. A major source of revenue generation in sporting events, results from ticket sales attributable to
spectator attendance. While there has been an increase in spectator consumption in football and rugby in
Kenya, there seems to be a perceived barrier in the consumption of sports such as women football. Although
many women are fans of men's sports, far fewer are fans of women's sports. Scholars have studied
the similarities and differences in the motivation of individuals who attend the different women's
sports. Many researchers have found similarities, including entertainment value, vicarious achievement,
and social motivation. The desire to attract female fans in male sports, led the sport designers in to create
fashionable attire for men and a clothing line for women spectators. As a result, women's spectatorship
for men's sport increased, and women participated in sports at higher rates. This paper discussed
how fashionable sports attire generally, was a strong motivating factor among fans and also provided evidence that there are unique motives to watching women's sports in Kenya; thus, fashionable attire
is vital for sports marketing.
Description
The second international conference of the african sport management association(ASMA). 'Management of sport for development and peace'.7th to 9th Nov.2013. University of Dar Es-salaam,Tanzania.
Keywords
Fashionable attire, Sports marketing, Sports