The Business Case For Women's Sports

Ep. #101 The Untapped Potential of the $4 Billion Women’s Sports Merchandise Market, ft. Megan Gokey

Episode Summary

In episode #101 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Megan Gokey, the Head of B2C Marketing for North America & the U.K at Klarna to discuss the untapped potential of the women's sports merchandise market.

Episode Notes

In episode #101 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Megan Gokey, the Head of B2C Marketing for North America & the U.K at Klarna.

Megan’s team at Klarna recently partnered with Sports Innovation Lab to study the untapped potential of the women's sports merchandise market.

Their study, titled: Rep Her: Revealing the Unmet Demand for Women’s Sports Merchandise revealed that the potential market size is $4 billion, and that there are significant disparities when it comes to availability & quality in women’s sports merchandise compared to men’s sports.

A few of the key findings include:

Women’s sports fans make more purchases per year than men’s sports fans -- and spend more per year on merchandise than men’s sports fans.
For every 9 pieces of men’s sports merchandise that are available for purchase, women’s sports have just 1.
79% of surveyed respondents reported they would purchase more women’s sports merchandise if there were more options available to them.

In this episode, hear Megan & Caroline dig into the research and discuss why it’s bad business to neglect creating merchandise for women’s sports fans.