Marketing Women’s Soccer in the United States: Can Third Time Net the Golden Goal?



: Will Norton
: $10
: Apr 1, 2016
: Feb 1, 2017
: MCC-00717
: Digital PDF
: 11 pages
: 14 pages


On the aggregate, North American professional sports leagues continue to grow while enjoying the benefits of mainstream media coverage and highly engaged fan groups. Women’s professional soccer, however, has historically offered a vastly different scenario, as evidenced by two previously failed leagues. Could it be, quite simply, that females consume sport differently than males? The National Women’s Soccer League (NWSL) seeks to change the narrative. Through this case study, students are challenged to decide, from a range of options, the most effective way for the NWSL’s Boston Breakers (the longest-standing professional women’s soccer franchise) to position its product to consumers in the hopes of long-term sustainability.



Female Sport Consumption Brand Positioning


Sport Strategy Sport Marketing Gender & Diversity in Sport Brand Management
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