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WAY TO MADISON AVENUE.
NISCHELLE TURNER HAS MORE.
>> Reporter: REMEMBER BACK IN
THE DAYS WHEN THE WORD PRO
FOOTBALL FAN CONJURED UP IMAGES
OF GUYS LIKE THIS?
AND WOMEN WHO DIDN'T HATE THE
SPORT WERE THOUGHT TO BE SIMPLY
TOLERATING IT BECAUSE, WELL, HOW
ELSE WOULD YOU GET TO SPEND TIME
WITH YOUR GUY ON SUNDAYS IN THE
FALL?
>> I DON'T WANT YOU TO GIVE UP
THE SP.
YOU LOVE THE SUPER BOWL.
>> Reporter: ACCORDING TO THE
NFL, WOMEN MAKE UP NEARLY HALF
OF THE LEAGUE'S FAN BASE.
375,000 WOMEN ATTEND NFL GAMES
EACH WEEKEND.
IN FACT, MORE WOMEN NOW WATCH
THE SUPER BOWL THAN THEY DO THE
OSCARS.
AND THESE LADIES ARE NO LONGER
CONTENT TO JUST SIT ON THE
SIDELINES WHILE THE FELLAS HAVE
ALL OF THE FUN.
THE NFL DIRECTOR OF APPAREL SAYS
OVER THE PAST TEN YEARS THE
LEAGUE HAS GONE OUT OF ITS WAY
TO CATER TO THE GROWING WOMEN.
>> AS WE GET SMARTER ABOUT OUR
FEMALE FANS, WE'VE EXPANDED THE
DEPTH AND BREADTH OF WHAT WE
HAVE.
>> Reporter: BUT THIS NEW-FOUND
NEED TO CATER TO FEMALE FANS IS
NOT JUST ABOUT RECOGNIZING THEIR
LOVE FOR THE GAME.
THE FACT IS, WOMEN ARE THE
CONSUMER'S IN CHIEF OF MOST
HOUSEHOLDS.
SO WHY NOT REACH OUT TO THE
HOUSEHOLDS THAT ARE MOST LIKELY
TO SPEND THE BIG BUCKS.
>> WE'RE ALWAYS GETTING SMARTER
ABOUT WHAT WOMEN WANT AND WHAT
WE'RE REALIZING IS THAT THERE IS
ALWAYS MORE.
THERE'S ALWAYS SOMETHING OUT
THERE THAT WE CAN BE DOING.
>> Reporter: BEFORE EVEN THE
LEAGUE GOT HIP THAT WOMEN SHOULD
INCLUDE MORE THAN PINK JERSEYS,
ACTRESS ALYSSA MILANO PROVES
THAT SHE'S THE BOSS.
SHE GOT FED UP WITH THE LACK OF
APPAREL OPTIONS FOR WOMEN SO
BACK IN 2008 SHE STARTED HER OWN
LINE OF FIGURE FLATTERING
FASHIONS CALLED TOUCH.
>> I KNEW THAT WOMEN MADE UP 50%
OF THE ATTENDANCE IN SPORTS AND
I FIGURED IF EVEN 7% OF THOSE
WOMEN WANTED SOMETHING, ALMALEKI
TURN TIF TO EITHER THE BIG
JERSEY OR THE PINK, AND THEN
WE'D BE IN GOOD SHAPE.
>> AND IT'S CLEAR, WOMEN ARE NOT
ONLY ON THE FASHION INDUSTRY
RADAR, THEY ARE AFFECTING
MARKETING INDUSTRIES TO.
WOMEN ARE PUT ON DISPLAY IN WAYS
THAT MIGHT MAKE HUGH HEFNER
BLUSH, BUT YOU'LL NOTICE A
GROWING NUMBER OF ADS WHERE
FEMALE FANS ARE THE FEATURED
PLAYERS.
>> I'M MISSING KICKOFF FOR THIS?
>> Reporter: THE DYNAMIC IS
SHIFTING THE PERCENTAGE OF
MANAGEMENT POSITIONS HELD BY
WOMEN IN THE NFL INCREASED TO
29% IN 2013.
THE HIGHEST IT'S BEEN IN MORE
THAN A DECADE.
BUT THAT JUMP WAS ONLY ENOUGH TO
EARN THE LEAGUE A C FOR OVERALL
GENDER HIRING IN THE INSTITUTE'S
ANNUAL REPORT CARD.
SO, NOT EXACTLY A TOUCHDOWN BUT
A SIGN THAT THE NFL IS STEADILY
MOVING THE BALL FORWARD IN THE