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NFL Markets Sports Gear Toward Female Fans

6:50 PM, Feb 1, 2013   |    comments
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WASHINGTON, DC (WUSA) -- The Boldings traveled 19 hours and spent $4,900 for tickets to the Super Bowl.

One of them is a diehard fan, and it's not who you think.

"I made sure I had a shirt for everyday I'm down here before I left," says Marion Bolding.

She, with her four Ravens shirts and matching earrings, is the the target for one of the NFL's biggest marketing campaigns.

It's women who made the last three Super Bowls their most watched shows, more than the Grammy's and the Academy Awards.

"I think it's always been a man's sport, but it's evolved to where women are really into the NFL," says football fan Amy Swizter.

And, it's not just going after women's clothing marketers.

Retailers say Super Bowl commercials will be tailored toward the head of the household. 

Women willingly admit they make 85 percent of all household purchases.

A record 51 million women watched last year's Super Bowl, reason enough to see the vests, coats and T-shirts flying off of shelves.

Bolding says, "The target market was always the men so it's great we get to buy our own things."

The NFL hopes if you get a woman the right gear early on, you might have a shopper for life.

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