By John Ingoldsby
Engagement Insider
NEW YORK, NY Sept. 12, 2013 – NFL Chief Marketing Officer Mark Waller stood out in more ways than one at the inaugural “Game Changers Conference: The Intersection of Women and Sports” presented by SportsBusiness Daily/Global/Journal.
Staged on Sept. 10 at the Marriott Marquis in New York City’s Times Square, Waller was the only man on the conference’s kickoff panel that also included six of the most powerful women in sports discussing the multiple ways in which women intersect with sports.
And on the heels of the NFL having just opened its season, he instantly endeared himself to his fellow panelists and the large audience by beginning his remarks with, “There are way more women’s restrooms in stadiums than there used to be, and I was at the Giants-Cowboys game in Dallas on Sunday night, and saw a whole healthy foods section, with 70 percent of the line being females.”
When the laughter died down, Waller explained what these examples mean by noting, “Our fan satisfaction surveys show that women are enjoying the NFL experience and feel like they belong, a critical component to being part of that community. We are also taking on a much broader role with educating mothers about how their kids should play sports, and what the value and risks are. Additionally, we go into schools to educate students on the value of exercise, using role models that are of equivalent value to girls as for boys. Although we are not a female sport, most every woman in this country has a vested interest in what we do for one reason or another.”
What women want was of course the theme of the day, starting with Waller’s panel entitled “The Executive POV: Examining the Intersection of Women and Sports.”
And the all-star team joining Waller to delve into this topic was a who’s who of the industry, including: Moderator Val Ackerman of the Big East Conference; Stacey Allaster, Chairman & CEO of the WTA; Lisa Baird, CMO of the USOC; Bernadette McGlade, Commissioner of the Atlantic 10 Conference; Kathy Milthorpe, CFO of the LPGA; and Laurel Richie, president of the WNBA.
The group touched on topics ranging from media coverage to the roles the female athletes play. All were timely, but none hitting home more for women more than the NFL’s new stadium bag policy, which Waller was pleased to address when the poignant question was asked.
“We actually spent an inordinate amount of time wrestling with the issue from the female perspective, and the easiest and safest thing to do from a public safety perspective was to ban all bags. But our owners said that approximately 40 percent of those who go to our games are women, and they want bags, so what are we going to do to protect their privacy while allowing them to bring something big enough to hold the articles that they want. That’s where the policy came from, where you can still take a hand-sized purse and a larger clear plastic bag.”
Waller continued, “I went to three games this weekend and talked to about 200 women, and two of them gave me a very tough time, but the vast majority simply wanted something to carry their personal belongings in as well as big enough to bring the extra things they may want to bring. Additionally, all our game-day surveys show that for female fans, public safety and fan conduct are critical components in their willingness to attend a game. Therefore, ensuring that stadiums are safe and a pleasant experience are key components for this 40 percent of our attendees.”
Overall, according to Waller, more women than ever before are watching more sports, and how it is delivered is the fundamental issue.
“We don’t say this is a man thing or a woman thing, but ask if the competition is at the highest standard to be compelling to watch?”
And he addressed the NFL’s main marketing mantra when he and his fellow panelists were asked to close the panel with what they believe is the single most important topic for women and sports, stating, “Extraordinary competition delivered spectacularly whether you are in the stadium or watching on TV.”