August 1, 2003- There will be no "stripteases" at next month's Women's World Cup soccer matches. But will the general public turn out - or turn on - to support women's soccer like they did back in 1999?

Aligning with women's sports works best for family-targeted brands, says Mike Reisman, a principal at Wilton, CT-based Velocity Sports & Entertainment. However, while brands geared toward the traditional gatekeeper may jump into women's sports, given that women are the primary purchase deciders, it can be limiting since it does not have the reach that men's sports have. "The NFL can say they are reaching males 25 to 54 and that's why they can get FedEx and Campbell Soup," Reisman explains. In other words, women's sports may attract the fan quality marketers desire, but men's sports still draw the quantity and diversity.

Consequently, there is a slow but steady growth of interest in women's sport leagues, Reisman says. He cautions, however, that expectations should be measured against emerging sports leagues such as the Arena Football League or the National Lacrosse League. "It can't be about creating a league that will rival the NBA or NFL in popularity," he says.

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