Social and Behavioral Sciences Commons^™

Best Practices In Marketing Women's College Basketball, Alex Yoh

Professional Projects

Many women’s college basketball programs struggle in the area of fan attendance. The purpose of this research study is to identify potential contributing factors to this problem. A review of the existing literature helped procure several possibilities including possible failures to locate appropriate target audiences, misguided reliance on winning games to produce fans, distracted fans, lack of star players in the sport, and the inability to produce a sense of belonging among fans. In order to substantiate and/or detail these potential issues, a group of women’s basketball coaches, administrators and team marketers was interviewed. Many of the researched issues were …