The influence of gender on baseball sponsorship activation tactics

Abstract

Females account for 46 per cent of the Major League Baseball fan base. This high percentage of female fans has increased revenue for the league, particularly in merchandise sales. This audience remains an under-activated target in terms of sponsorship. This paper analyses the link between gender and sport sponsorship activation. The study isolates female responses to baseball-related promotional tactics and compares those results with the male response. The results of the study show many similarities as well as differences between the genders as they deal with sponsorships. The authors conclude that gender plays an important role in sponsorship activation and that increased focus on the female fan creates a more relevant sponsorship package, which increases the effectiveness of the sponsorship investment.