A theoretical and empirical supported discussion about the challenges regarding Women's Professional Soccer in the USA

Abstract: This dissertation is a theoretical and empirical supported discussion about Women’s professional soccer (WPS) in the USA. The aim is to discuss the challenges to establish a professional soccer league for women. Questions of importance are what is the product, how is the product marketed, and who is the intended consumer. The material for the discussion is extracted from interviews with people who are or have been involved with the WPS. Other sources are material from the Internet that concerns or relates to the WPS as well as literature about marketing, product development and soccer in the US. The theory that’s mostly used is C Wright Mills ideas about individual and structure and also management and marketing models that are used to explain the material when it’s needed. Four areas are defined as the foundation, which correlates to each other. First what the discussion revolves around: the WPS. Then there’s the format of the WPS, which is franchise. Further, a sport franchise needs to be sellable to an audience. Therefore matters concerning product and marketing need to be addressed. These are the four principal areas that will be discussed, to begin with. Later in the discussion the question of gender arises. But equality between the sexes is not a prerequisite for the WPS, as the other four areas are, it’s mere a possible result. Therefore other theories than gender theories are in focus since the aim is to locate strengths, weaknesses and challenges for the league. With that said a gender perspective is present and will be explored at the end. The core discussion is turned towards the consumer and the target market. Do the management of the WPS actually know who is coming to the games? Do they know what these consumers want from the product? And if they don’t know this, they can’t know how to market the product.