Companies have historically preferred endorsing male athletes due to several factors: male sports have been broadcast more, creating larger fan bases and interest from companies. However, female athletes now represent an untapped market and endorsements can be mutually beneficial. Endorsing female athletes satisfies consumer demand, creates more female sports fans, and provides recognition for female athletes in a growing win-win cycle.

1. THE GENDER GAP

2. Why
do companies prefer endorsing male
athletes over female athletes and what
are the influencing factors?

5. 776 BC
1897
First Olympic
Games
Greece
Modern
Olympics
Athens
Olympics
Games
Paris
1900
1905
First
Male Athlete
Endorsement
1930
First
Female
Athlete
Endorsement
1972Title IX
2007 Wimbledon
Sets Equal
Prize Money
2012
London Olympics
change rules of
representation
2014 First Female
Ski Jumper

11. What
is the significance of these factors?

16. Female athletes
are broadcasted
less than male
athletes
Less people can
watch female
sport
Creating less fans
No intererest from
companies to
endorse
female athletes
without
fans/endorsements
are uninteresting to
broadcast

17. Why does this matter?
Ethics &Win-Win Situation

18. GROWTH MARKET
=2X (CHINA + INDIA)

19. 40%
of season tickets are purchased by women

20. women make up….
36% Twitter followers
43% Facebook followers

22. Companies
Endorse
Female
Athletes
Satisfying an
Unsatisfied
Target Market
Demand to
Purchase
Endorsed
Products
Creating
More Fans Female
Athletes Gain
Recognition
TheWin-Win Cycle