Women, sport and business: Merchandise
Business Daily
BBC
4.4 • 816 Ratings
🗓️ 13 July 2022
⏱️ 19 minutes
🧾️ Download transcript
Summary
In this episode of Business Daily, the latest in our series on women, sport and business, it's all about the merch.
We'll explore how important replica tops and kits actually are for women’s sport in terms of fandom, participation and of course money. We ask what female sports fans and participants actually want to wear and whether they're being adequately catered for.
Dr Katie Lebel is Professor at the University of Guelph in Canada and researches gender equity in sports branding and consumer behaviour. She tells us there is a distinct lack of data in this area and as a result sports wear firms are definitely missing out on revenue.
Dana Brookman is founder of the Canadian girl's baseball league and tells us her biggest challenge has been sourcing suitable uniform for her teams, and Sam Fenwick visits sport wear manufacturer Kukri to see what they have available for women and how they're working to improve their offer.
Presenter: Sam Fenwick Producer: Carmel O'Grady Image: Canadian girls baseball; Credit: Dana Brookman
We’re going to explore what’s available and whether half the population is being properly catered for in terms of sports gear...
Transcript
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| 0:00.0 | A bomb, whose creation would tit the scales of global power. |
| 0:05.2 | A nuclear physicist who sought to redress the balance. |
| 0:10.4 | The bomb, a podcast from the BBC World Service. |
| 0:14.4 | Season two, available now. |
| 0:25.5 | Hello and welcome to Business Daily from the BBC World Service. |
| 0:26.6 | I'm Sam Fenwick. |
| 0:32.6 | And in this episode of our series on women, sport and business, we're all about the merch. |
| 0:38.0 | We've just seen like this increase everywhere in the merchandise, in the availability. |
| 0:43.4 | I played since I was five years old and when I was five years old it was not anything like it is today and like the amount of little kids here wearing England shirts and, you know, |
| 0:48.3 | getting to see their heroes play. I'd have given anything for that when I was there. |
| 0:52.1 | Those families outside Old Trafford, the home of Manchester United, |
| 0:56.5 | were at the first game of the women's euros. |
| 0:59.7 | The cues for merch got us thinking about how important replica tops and kits actually are for women's sport |
| 1:07.4 | in terms of fandom, participation, and of course, money. |
| 1:12.3 | Start paying attention the next time you go to a sport retailer. Look at the marketing materials, |
| 1:16.3 | the promotions, the types of images on their websites. More often than not, you'll probably |
| 1:21.1 | see boys actively playing sports and enjoying sports with little girls hanging down on the |
| 1:25.6 | sidelines with their friends if they're even there. |
| 1:28.5 | We're going to explore what's available and whether half the population is being properly catered for |
| 1:33.8 | in terms of sports gear. |
| 1:40.1 | Let's start with some numbers. |
| 1:42.6 | Pre-pandemic, the women's sportswear market was valued at just under $27 billion. |
... |
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