ABSTRACT
In the book Veeck-As in Wreck, Bill Veeck (Veeck and Linn, 1962), the pioneer marketing innovator, captures one of the most important concepts in modern sports business and market research demographics: women. In the early to mid-1900s, Veeck estimated approximately 25% of the team’s fan base were women (Veeck and Linn, 1962). Hence, Veeck was well before his time as he recognized paying close attention to the nuances of diverse fans and spectators has great value for a sport organization in several ways. e ‚rst way is by examining
Introduction .................................................................................. 173 Literature Review: Women as Sport Event Spectators .................. 174 Market Research and Live Analytics ............................................. 176 Innovation Driven by Data ............................................................ 177 Fan Engagement ........................................................................... 179 Connecting with Women Fans in Innovative Ways ...................... 179
Case Study: Montana State University Gridiron Girls Football Clinic ..........................................................................180
