Claire Monroe was challenged to increase a minor league baseball team’s revenue and was in charge of developing a marketing plan to target female baseball fans. This would be a new target market for the team. The increasing female fan base can create revenue for baseball franchises through ticket, merchandise, and concession sales, as well as connecting with sponsors who specifically target female customers. Although there are many gender similarities in regards to fan avidity, there are important differences between the sexes in terms of motivation, media, and merchandise needs. Claire must research the target audience, analyze marketing research data, and make recommendations to increase female attendance to have those women spend more money on baseball-related items.
Mark Dodds is with the Department of Sport Management, SUNY Cortland, Cortland, New York. Larry DeGaris is with the Department of Sports Marketing, University of Indianapolis, Indianapolis, Indiana. Alan L. Morse, is with the Department of Kinesiology, Mississippi State University, Mississippi State, Mississippi. Luisa Velez-Colon is with the Department of Sport Management, West Virginia University, Morgantown, West Virginia. David Perricone is with the Department of Sport Management, Centenary College, Hackettstown, New Jersey.