Pack it In, Universe: ESPN Creating 'Brand' For Women

The pink-hat brigades have won. Last one out of the universe, turn out the lights. ESPN is creating "espnW," a very special sports "brand" for very special ladies:

As ESPN vice president Laura Gentile notes, ESPN's own research finds "women see us as an admirable brand that has authority. But they see us as their father's brand, or husband's brand, or boyfriend's brand. They recognize it's not theirs."
[...]
Studio show yak probably isn't the answer. Seven of the eight types of ESPN shows with the lowest percentages of women viewers are studio shows.

But ... but ... women talk ALL THE TIME! I don't understand the world anymore.

Look, branching out into new markets is a natural operation of all business empires, but correct me if I'm wrong: Does the thought of a network that just couldn't understand why a nation grew so very weary of Brett Favre and LeBron James attempting to shape entertainment identity for an entire gender fill anyone else with unspeakable dread? I don't argue the need for more sports coverage, ever, but pondering where the Worldwide Leader's going to go with this ... If you'll excuse me, I'm off to carve out my uterus and fling it at a nondescript office park in Bristol in protest.

[ETA: espnW is being created as a "brand," not its own TV channel, at least not right away.]

X
Log In Sign Up

forgot?
Log In Sign Up

Please choose a new SB Nation username and password

As part of the new SB Nation launch, prior users will need to choose a permanent username, along with a new password.

Your username will be used to login to SB Nation going forward.

I already have a Vox Media account!

Verify Vox Media account

Please login to your Vox Media account. This account will be linked to your previously existing Eater account.

Please choose a new SB Nation username and password

As part of the new SB Nation launch, prior MT authors will need to choose a new username and password.

Your username will be used to login to SB Nation going forward.

Forgot password?

We'll email you a reset link.

If you signed up using a 3rd party account like Facebook or Twitter, please login with it instead.

Forgot password?

Try another email?

Almost done,

By becoming a registered user, you are also agreeing to our Terms and confirming that you have read our Privacy Policy.

Join SBNation.com

You must be a member of SBNation.com to participate.

We have our own Community Guidelines at SBNation.com. You should read them.

Join SBNation.com

You must be a member of SBNation.com to participate.

We have our own Community Guidelines at SBNation.com. You should read them.

Spinner.vc97ec6e

Authenticating

Great!

Choose an available username to complete sign up.

In order to provide our users with a better overall experience, we ask for more information from Facebook when using it to login so that we can learn more about our audience and provide you with the best possible experience. We do not store specific user data and the sharing of it is not required to login with Facebook.