While female sports fans have existed since the beginning of sporting events in history, they face many obstacles to this day when trying to engage in a male-dominated American sports culture. Societal gender norms have been established that grant men full ownership of the sports fandom, leaving female sports fans struggling to be welcomed into this space. Aside from grabbling with their minority status in the sports fandom, female fans must also constantly assert their knowledge of sport to prove themselves worthy to male fans that constantly challenge their authenticity as sports fans. Women fans are also marginalized in media discussion of sports, and are almost never represented.
In the FIFA Master 11th Edition study, “Sports Fandom: What do Women Want,” researchers used a multi-sport approach to identify the issues and experiences of women engaging in the sports fandom. The study was of female fans of male sports teams. According to the study, sport has been a male-dominated domain for decades, where women have struggled to gain admission and acceptance in a masculine territory. When women step into this domain, they are faced with several obstacles. First, women find that their heterosexual femininity is challenged when they show interest in sports, as sports are stereotypically masculine. Women also face logistical hurdles they must overcome to enjoy sport that many men do not face. Women may encounter difficulty finding time for sports while juggling their traditional responsibilities as wives and mothers, said the FIFA Master study. They may find themselves excluded from sport as a result of cultural expectations. To overcome this exclusion, women must gain the respect of males by speaking the bantering male language of sport – which can also be exclusionary.
Perhaps, according to the FIFA Master study, the biggest obstacle women face as sports fans is perceived inauthenticity from male fans. Many women are not accepted into fan communities because they are accused of being inauthentic. Women are consumed by a nagging feeling of being on trial. An example of this, according to the study, is when female NFL fans are constantly reminded that they do not understand the game. Female football fans are stereotyped as the ignorant significant others or female relatives to all-knowing male viewers. In the article “Parents Talk Back: Being a Female Sports Fan in a Man’s Sports World” by Aisha Sultan, Emily Albertson described growing up an avid sports fan, but still constantly being tested about her fandom. She described constantly facing questions and challenges to her knowledge, continuously having to prove herself an authentic fan. If she passed the first hurdle, the bar would be raised.
Women’s experiences with the NFL vary from watching in person, to televised sport. According to the FIFA Master study, by watching sports on TV, females are given open access to the male-dominated world of sport without the negative consequences of watching in person. According to a University of Michigan study on student sports fans and athletes, men and women (44 and 32 percent) find football to be the television favorite. In the U.S., females make up a large number of the fanbase of professional sports: NHL (40%), MLB (37%), NBA (35%) and the NFL (34%), indicating that these sports must be doing something right in terms of attracting and retaining female fans. Still, the Cornell study “Female Millennial Interest in and Consumption of Sports Media & Imperatives and Pressures in the Sports Media Market” explains that women are forced to watch sports and sports media through a male-constructed lens. The discussion of sport on TV and in print media is a largely male space, lacking a woman’s perspective. TV sports talk programs are a space where men perform masculinity by interacting with other men, for other men. The “acceptable” roles for women in this space are that of the cheerleader or sideline reporter, and are often better known for their appearance than their knowledge of the sport, according to the FIFA Master study. According to the Cornell study, increasing the number of women in sports media may help create content that appeals to females as well as males. When women are offered a space in sports media, research according to the Wilkes University study, “The Credibility of Female Sports Broadcasters: The Perception of Gender in a Male-Dominated Profession,” has shown that there is a gender bias towards female sports broadcasters, who are seen as less credible than their male counterparts. A survey found that 85% of females working in the sports journalism field felt as though they are not seen as equals because of their gender.
While males can participate in the sports fandom without being perceived as inauthentic, and challenged because of this perception, women have much more difficulty finding a place in sports culture. Women and men do not experience sports in the same way. Women are marginalized in sports culture to a great extent, on a personal and institutional level. On a personal level, women are made to feel ashamed to act according to the same way men do. If women blatantly and deliberately display any sort of passion towards the game, they are challenged or judged. The consequence of this is a sports culture where almost half of the fandom is left out. At an interactional level, this increases the perceived gender divide. Female fans who are perceived as the unknowledgeable girlfriend, sister, or wife, are unable to interact in a healthy way with other male sports fans. This gender divide is apparent even at the institutional level, where most females in the sports journalism industry are limited to sideline reporter jobs. There are almost no female voices on sports talk shows, perpetuating the notion that women are not valid sports fans, and that their voices don’t matter. The consequence is that women’s voices are left out altogether, and half of the sports fandom is not represented.