Combining knowledge from sport management, marketing, media, leadership, governance, and consumer behavior in innovative ways, this book goes further than any other in surveying current theory and research on the business of women’s sport around the world, making it an unparalleled resource for all those who aspire to work in, or understand, women’s sport.
Featuring international perspectives, with authors from North America, South America, Europe, Asia, and Oceania, and insightful, in-depth profiles of real leaders within different sectors of women's sport in the global sport industry, the Routledge Handbook of the Business of Women's Sport offers an integrated understanding of the ways traditional media and social media impact both the understanding and advancement of women’s sport properties, businesses, teams, and athletes. Innovative case studies show how societal issues such as gender, power, and framing impact the business of women’s sports and those who work in women’s sport.
An essential reference for any researcher or advanced student with an interest in women’s sport or women in business, and useful supplementary reading for researchers and advanced students working in sport business, sport management, mainstream business and management, or women’s studies.
Table of Contents
Introduction, Part I: History & Evolution of Women’s Sport Business, 1. History and Evolution of Women’s Sport, 2. The Impact of Title IX and Other Equity Laws on the Business of Women’s Sport, 3. Sociological Perspectives of Women in Sport, 4. Women Trailblazers in Sport Business, 5. The History of Women in Sport Management Academe and the Treatment of Female Faculty Members in Sport Management Higher Education, Part II: Management of Women’s Sport, 6. The Role of Bias in the Under-Representation of Women in Leadership Positions, 7. The Delivery and Management of Women-Only Sport Events and Their Future Sustainability, 8. Women in Leadership Positions Within Canadian Sport, 9. Professional Women’s Sport in Australia, 10. From the Battle Field to the Board Room: The Place of Gender in Sex-Integrated Sport, 11. Migratory Process of Brazialian Olympic Women, 12. Management of Professional Women’s Golf in the United States, 13. Socio-Historical Development of Korean Women’s Golf, Part III: Economics and Financial Aspects of Women’s Sport, 14. The Relative Success Story of the WNBA, 15. Public Expenditure on Women’s Sport and Gender Equality Among Recipients of Public Expenditure in European Sport, 16. The New Gender Equity in Elite Women’s Sports, 17. Social Entrepreneurship, 18. Business Analytics in Women’s Professional Sports, Part IV: Leadership & Governance, 19. Underrepresentation of Women in Leadership Roles in Women’s Sport, 20. Women’s Roles and Positions in European Sport Organizations– Historical Developments and Current Tendencies, 21. Socio-political Context in which the Business of Women’s Sport Takes Place in Latin America, 22. National Sporting Organizations and Women’s Sport Participation: An Australian Focus, 23. Governance of Women’s Sport in China, 24. Women’s Involvement in Sport Governance – A Case Study of New Zealand Rugby, 25. Governance of College Sport, 26. The Evolution of Women's Rugby, 27. Women and Elite Coaching in New Zealand: Challenges, Benefits, and Opportunities, Part: V Marketing & Consumer Behavior, 28. Authentically Communicating with Women Consumers: Examining Successful (and non-successful) Branding and Marketing Efforts, 29. Team Identification in Women’s Sport: What Little We Know, 30. Women are Sport Fans! An Examination of Female Sport Fandom, 31. Marketing Women’s Professional Tennis, 32. Sexism in Marketing Women’s Sport and Female Athletes: Ineffective and Harmful, 33. You’re Just Not Our Type: An Examination of the Obstacles Faced by Women Athlete Endorsers, 34. Sponsorship of Women’s Sport, Part VI: Media & Technology, 35. Social media and Women’s Sport: What Have We Learned So Far, 36. Female Athletes Find a Place for Expression on Instagram, 37. Transforming Sporting Spaces into Male Spaces: Considering Sports Media Practices in an Evolving Sporting Landscape, 38. Netball: Carving out Media and Corporate Success in the Game for All Girls, 39. Deserving of Attention: Traditional Media Coverage and the Use of Social Media by Female Athletes with Disabilities, 40. Sport, Sponsors, and Sponsor Fit: Media Presentations of Norwegian Women Athletes in Olympic Events, 41. Media Coverage of Women Athletes During the Olympic Games, Conclusion
Nancy Lough is Graduate Coordinator and Director of the Higher Education graduate degree programs in the College of Education at the University of Nevada, Las Vegas, NV, USA, where she is also Professor and Chair of the Intercollegiate Athletics Council. She has received the Stotlar Award for outstanding contributions to the field of Sport Marketing, been recognized as a Sport Marketing Research Fellow by the Sport Marketing Association, and named as an affiliate scholar with the Tucker Center for Research on Girls and Women in Sport.
Andrea N. Geurin is Reader in the Institute for Sport Business at Loughborough University, UK. She is on the Executive Council for the North American Society of Sport Management (NASSM), serving as the organization’s secretary and she serves on the editorial boards of eight academic sport management journals. In 2015 she was named a NASSM Research Fellow.