The Women's Audience in Professional Indoor Soccer

Abstract

In 1983, Frank Deford described the Major Indoor Soccer League as selling “Show, sex, and suburbs” (Deford, 1983, p.62). Although professional indoor soccer has had difficult times since its inception in the United States, it has remained constant in its appeal to female fans. It remains the one professional team sport that consistently has had a fan base comprised of 50% female. There are several reasons for this appeal. However, the perception of who exactly that group is and how soccer marketers address those fans has changed. The history of professional indoor soccer also points out difficulties encountered by marketers in attempting to segment audiences in order to deliver their product.