Increasing the popularity of women’s basketball: the case of Euroleague women

Abstract

The research problem of the paper is how to increase the popularity of women’s sports. The research object is increasing popularity of women’s sports. The aim - based on theoretical analysis and research results to provide practical propositions for increasing popularity of selected women’s sports case. The central issue tackled is identifying different strategies which help increase a sport’s popularity. The theoretical part of the paper is based on literature review and discusses different frameworks and strategies which are related to increasing the visibility and reach of a sport and overall, its popularity. The theoretical part concludes with an overview of how it is possible to increase and promote a sport. In the second section of the paper the overview of EuroLeague Women is presented alongside with the research method which was used to analyze the current practices of the organization. Expert interviews were used to identify the current practices of EuroLeague Women and identify recommendations for the future. Results and discussion include recommended practices to increase the popularity of women’s basketball, focusing on EuroLeague Women. The results of this study will propose marketing strategies in order to enhance the visibility, reach, appeal and overall popularity of the league. This paper is practical solutions oriented final master thesis.