's career as an ice hockey defender, she attended four Olympic Games with Team USA and won medals at all of them, including gold at the 1998 Games.
"We're seeing all this momentum around women's sports," says Ruggiero."I'm perked up as a fan; I'm leaning in. But I can't buy anything because have run out of inventory, or they don't have something I would actually wear, and then the momentum stops. That's the worst thing for a business — the demand is there, but the supply is not.
But the loss is so much greater than the dollars that can be measured, partially because women's sports fans have a deeper, more complex relationship to how they rep their teams than their counterparts on the men's side. Rather than being a sign of a yearslong allegiance to a team as is commonly the case in men's sports, in women's sports, merch often comes earlier in a potential fan's experience, acting as a gateway to fandom. Ruggiero gives the example of Angel City FC, the Los Angeles-based NWSL team known for."Even if you've never been to an Angel City game, you see that scarf or that hat and you're like, That's cool — what's that all about?" she says.
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