Sports Fandom: What Do Women Want?FIFA a Multi Sportmaster Analysis of Female 11 Fans Edition
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th Sports Fandom: What do Women Want?FIFA A Multi SportMaster Analysis of Female 11 Fans Edition 2010 - 2011 Sports Fandom: ‘What do Women Want?’ A Multi-Sport Analysis of Female Fans Sara Cecamore Kristina Fraesdorf Rochak Langer Áine Power Tutor: John Williams i Sports Fandom: What do Women Want? A Multi Sport Analysis of Female Fans TABLE OF CONTENTS ACKNOWLEDGEMENTS ............................................................................................................................ I INTRODUCTION TO THE RESEARCH .................................................................................................... 1 GENERAL INTRODUCTION ............................................................................................................................... 1 RESEARCH AIM ............................................................................................................................................... 1 SCOPE ............................................................................................................................................................. 2 LIMITATIONS ................................................................................................................................................... 2 STRUCTURE ..................................................................................................................................................... 3 CHAPTER 1: THE FEMALE SPORTS FAN .............................................................................................. 4 1.1 WHAT IS A SPORTS FAN?........................................................................................................................... 4 1.2 CLASSIFYING THE SPORTS FAN ................................................................................................................. 5 1.3 THE IMPORTANCE OF SPORTS FANS .......................................................................................................... 6 1.4 FEMALE FANS – ‗THERE ALL ALONG‘ – FROM OLYMPUS TO OLD TRAFFORD ........................................... 7 1.5 UNDERSTANDING THE FEMALE SPORTS FAN ............................................................................................. 8 1.6 HOW WOMEN BECOME SPORTS FANS ......................................................................................................... 9 1.7 THE UNINVITED VIEWER – FEMALE SPORTS FANS AS TV VIEWERS ....................................................... 10 CHAPTER 2: WHAT CAN FEMALE FANS BRING TO SPORT? ..................................................... 12 2.1 THE POWER OF WOMEN .......................................................................................................................... 12 2.2 THE BENEFITS OF HAVING WOMEN IN SPORT ......................................................................................... 13 CHAPTER 3: EXPERIENCES OF FEMALE SPORTS FANS ............................................................... 20 3.1 INTRODUCTION........................................................................................................................................ 20 3.2 SPORT AS A ‗MALE AFFAIR‘ ..................................................................................................................... 20 3.3 EXCLUSION ............................................................................................................................................. 20 3.4 FEMALE FAN IDENTITY ........................................................................................................................... 22 3.5 ISSUES OF AUTHENTICITY/CREDIBILITY .................................................................................................. 23 3.6 MEDIA TREATMENT ................................................................................................................................ 25 CHAPTER 4: FEMALE SPORTS FANS – AN INTERNATIONAL PERSPECTIVE ........................ 27 4.1 INTRODUCTION........................................................................................................................................ 27 4.2 FOOTBALL ............................................................................................................................................... 27 4.2 AMERICAN SPORTS ................................................................................................................................. 35 4.3 RUGBY UNION ........................................................................................................................................ 39 4.4 ENGLISH RUGBY LEAGUE ....................................................................................................................... 41 4.5 AUSTRALIAN RULES FOOTBALL (AFL) ................................................................................................... 43 CHAPTER 5: ANALYSIS ............................................................................................................................ 47 5.1 INTRODUCTION........................................................................................................................................ 47 5.2 WHAT WOMEN DO NOT WANT ............................................................................................................... 47 5.2 WHAT WOMEN WANT! ........................................................................................................................... 49 CHAPTER 6: WHAT NEXT? ...................................................................................................................... 52 6.1 INTRODUCTION........................................................................................................................................ 52 6.2 MEASURES WITHIN THE CONTROL OF SPORTS ORGANISATIONS ............................................................. 52 6.3 MEASURES OUTSIDE THE CONTROL OF SPORTS ORGANISATIONS ........................................................... 57 6.4 WHAT FEMALE FANS CAN DO ................................................................................................................ 62 CONCLUSION .............................................................................................................................................. 64 APPENDIX 1 .................................................................................................................................................... I BIBLIOGRAPHY ......................................................................................................................................... IV ii Sports Fandom: What do Women Want? A Multi Sport Analysis of Female Fans ACKNOWLEDGEMENTS As a research group we have been privileged to have worked with some very collaborative individuals. In particular, we would like to mention our tutor, Mr. John Williams, for sharing his expertise in this area and for his assistance, guidance and gentle nudges in the right direction. Additionally, the following individuals were very generous with their time and helpful in providing information: Marie-Claude Borel – CIES Documentation Centre Steven Bradbury – Loughborough University Erin Durant – Women in Sports International Laura Harrison – Rugby Football League Cathy Long – F.A. Premier League Ivette Rocco – Femmefan, Inc. Thomas Schneider – Deutsche Fußball Liga GmbH Kevin Tallec Marston – CIES Chris Thair – Rugby Football League Daniela Wurbs – Football Supporters Europe The FIFA Master has provided each of us with an invaluable learning experience. The process of producing our final research project was a tribute to the knowledge gained and the skills developed. We are grateful to have been part of this experience, and we thank all the people and organisations involved. A special acknowledgement goes to our classmates of the FIFA Master 11th Edition for their ideas, support, laughter and company throughout this amazing academic journey and for ensuring that the FIFA Master learning experience was not confined to the classrooms of De Montfort University, SDA Bocconi and UNINE. Finally, we would like to thank our respective families and friends for their endless support. i Sports Fandom: What do Women Want? A Multi Sport Analysis of Female Fans Introduction INTRODUCTION TO THE RESEARCH General Introduction “A nation can truly call itself sporting when the majority of its people feel a personal need for sport,” – Pierre de Coubertin Women account for 50% of the world‘s population but yet constitute a minority group with the general body of sports fans. Can countries really call themselves ‗sporting‘ when those who support and follow their sports are overwhelmingly male? As we will discuss, sport is very important to female fans worldwide and female fans are increasingly important to sports; however, the experiences of female fans across many sports show that women encounter significant obstacles to engaging in sports fandom. If the gender imbalance within sports fan communities is to be redressed, these obstacles must be overcome. If they are serious about ensuring that female fans will be a valued and active presence within sport now and into the future, sports organisations and the wider sports community, sports must firstly recognise these obstacles and then take steps to address them. Existing research can only help to inform sports organisations to a certain extent. Much of the research on female fans to date is preoccupied with football fans; research conducted on