Feminization of sport audiences and fans? Evidence from German men's national team soccer

Meier Henk Erik, Strauß Bernd, Riedl Dennis

Abstract

Sport and sport consumption represent highly gendered spheres. Accordingly, sport spectatorship and fandom have been predominantly male. Recently, however, a trend towards a ‘feminization of sport crowds' within European soccer has been detected. The piece of research presented here focuses on the concept's quantitative dimension and aims to provide empirical evidence on long-term trends in female sport consumption and team identification studying trends for the German national soccer team over a twelve year period. The results suggest that the feminization of soccer reflects not only inauthentic consumerism but also increased team identification. Moreover, consistent age effects might be interpreted as indicating that the detected trends relate to changes in gender roles attitudes.