When I was looking for depictions of sports fans online, the majority looked like the graphics in today’s blog. While men are great sports fans and should be appreciated as such, they are not the growth market that women are. Without marketing to and interesting women in your sport, more and more stands will host minimal rather than maximum crowds.

Pro sports teams must aggressively and correctly seek out female fans. They need to attract them, retain them, involve them and get them to invite their networks to be a part of this great American tradition. It puzzles me why this hasn’t been pursued more intensely by sports marketers, team marketers and general managers.

Women equate to dollars. They buy tickets, concessions and lots of merchandise. Sports aren’t and shouldn’t be thought of as a male bastion. Women enjoy watching the competitiveness and skill of players even if they do appreciate things differently than their male friends, colleagues and spouses.

Rather you are attracting viewers at home or in person, make sure your marketing includes women. Where you place ads, how they look and read and what you do at events, tells women where they stand. If you want to continue growing your fan base and profits, it is essential to make sure the major consumer knows she is important.

What should professional sports teams be doing to attract more women? A lot. They are the growth market and an important component for the future of many sports.

Women are relationship-oriented. They want to know about players both on and off the field. Is he married? Does he have kids? What does he do in the off season? What charities does he support? Is he involved in politics or business ventures? What other sports or hobbies does he like?

Women are educational and informational-oriented. Do you have classes or events that will involve and educate women? Are your players, coaches and key personnel part of the functions? How are you positioning them? What type of invitations are you using?

Women are family-oriented. How does your team influence kids? Are the players good role models? Are they active in teen activities nationally or in their community? Do they support kids? sports? clinics?

Women look at a sport?s sponsor base as well. Are your advertisers letting women know they view them as part of the spectator base by providing commercials that appeal to both genders, not just one?

Teams that succeed with women have women initiatives. Do you have a program in place or are your women?s initiatives a hit and miss situation? Are discounts for merchandise and games available to women who participate in other team-related activities?

Whether you are involved in racing, golf, basketball or soccer, women should be an important part of your marketing mix. Make sure your marketing dollars are spent to attract them. The dividend on your investment will be amazing.