A new study by Boston-based Sports Innovation Lab in partnership with Klarna suggests that fans of women’s sports are “eager to spend more money” on their favorite players and teams, but there is “not enough merchandise to meet the demand,” according to Michael Silverman of the BOSTON GLOBE. The report released yesterday -- titled, “Rep Her: Revealing the Unmet Demand for Women’s Sports Merchandise” -- highlights “gender-based imbalances in the lucrative sports marketplace.” The report suggests that the growing women’s sports merchandise market is “valued at approximately” $4B annually, yet nearly 80% of those surveyed “didn’t spend what they wanted to because there weren’t enough options.” More than 60% of fans “who wanted to buy women’s sports merchandise could not because the items they wanted were out of stock.” Other gaps in retail and style options “reduce signs of fandom on shirts, jackets, caps, and the like, keeping dollars on the sidelines” (BOSTON GLOBE, 6/26).
UNDERSERVED MARKET: Sports Innovation Lab co-founder and Hockey HOFer Angela Ruggiero said, “There's a big market here and, like everything else in women's sports, it has been underserved, misunderstood and there's things we can do to fix it very easily.” She added, “You’re a walking billboard when you have a jersey on. That is free marketing. So you’re only leaving money on the table.” USA TODAY’s Nancy Armour noted the report is “designed to get the attention of decision makers,” but change “will take time.” In the meantime, Klarna is “creating a women’s sports destination on its website and app so fans will no longer have to hunt for merchandise” (USA TODAY, 6/26).
