DALLAS –Â In celebration of Women’s History Month, Heinricher Racing, the first female race team owned by Jackie Heinricher, has teamed up with Odessa Jenkins, the first black female owner of a nationally recognized sports league Women’s National Football Conference.
Today 96.4 percent of sports marketing dollars are spent on men’s sports – but women control 75 percent of all household spending decisions. Additionally, 40 percent of all sports participants are women yet only four percent of all TV coverage is focused on women’s sports. Both Heinricher and Jenkins recognize the marketing and business power of women’s sports.
“In racing, the car does not care if you are a man or a woman,” said Heinricher. “The car just wants to go fast. And with 95 percent of all racing marketing spent on men, yet 50 percent of all racing fans are women – it’s time to help brands see the power in women’s sports – and with this partnership we are here to take it to the next level.”
The power sporting duo launches their partnership at a time when companies are learning new ways to engage with diverse audiences and the power behind women sports fans and their retail spending. The combination of the marketing power of two of the most popular sports in America, football and racing, provides a unique one-stop marketing program for advertisers.
“In order to go where we have never been, women have to do what has never been done. This partnership between WNFC and Heinricher Racing is about combining our marketing power for brands that want to align with women’s sports and an entrepreneurial spirit,” said Jenkins. “It’s an honor for me to join Jackie and am I truly excited for the future of women’s sports.”