• Loading stock data...
Monday, July 7, 2025

From Mean Joe Greene to Ladies Night Out: How the Pittsburgh Steelers Attract Female Fans

Pittsburgh Steelers engage female fans with Ladies Night Out and other events.
Photo Credit: Rebecca Mehling, Pittsburgh Steelers

Decked out in their black and gold football jerseys, hundreds of Pittsburgh Steelers fans descended on Heinz Field for a sold-out event on September 16. 

But it wasn’t for Monday Night Football – rather, it was for the Steelers’ latest “Ladies Night Out,” one of three events held annually by the team to engage and reward its female football fans.

Those in attendance worked out and met with current and former Steeler players and coaches, ran football drills around Heinz Field and toured the players’ locker room. 

The Steelers fan base is split 50/50 between men and women, according to Ryan Huzjak, the team’s vice president of sales and marketing. Women probably make up the majority of the team’s 11.6 million social media followers on Facebook, Instagram and Twitter, he said. 

The Steelers have been holding events like its “Women’s Training Camp” and “Women’s 202” events since 2001. These events lift the Steel Curtain that used to separate the team from its most ardent supporters.

During this July’s full-day training camp event in Latrobe, Pa., the ladies ran drills on the field at Saint Vincent College with Steelers legends, then watched this year’s squad practice from the sidelines. The annual 202 every fall at the Rooney Sports Complex is more Xs and Os-oriented – attendees get to analyze game film with real coaches and complete skill drills with current players. 

Ladies Night, launched in 2006, is the newest addition. During Monday night’s event, the women met safety Terrell Edmunds and tight end Vance McDonald, threw around the pigskin, scored autographs and posed for pictures with team legends. 

All three events cost fans $150. Attendees get a catered meal and a gift bag. Women have to be at least 18 years. There are no kids allowed.

“We’ve known for many years now that we’ve got a passionate, rabid group of female fans. We wanted to try to give them the opportunity to experience the sport authentically, up close and personal,” said Huzjak. “We give them some customized opportunities to interact with our players, our former players, our facilities. Get a chance to learn the game, get on the field, experience some things. We’ve had great success with these events. They sell out quickly every year.”

These events are not huge money-makers. But they’re not loss leaders either. They attract team sponsors like the UPMC Magee-Womens Hospital in Pittsburgh that are eager to reach the team’s female fan base.

With six Super Bowl wins, the Steelers are one of the few NFL teams with a truly national, even international, fan following. The Men of Steel boast season ticket holders in all 50 U.S. states. “Terrible Towel”-waving Steelers fans are known for their fierce devotion. Back in the 1970s, they formed fan clubs for their favorite players, like running back Franco Harris (Franco’s Italian Army) and linebacker Jack Lambert (Lambert’s Lunatics). 

READ MORE: Yahoo Sports Expecting To Double Its NFL Revenue in 2019

The Steelers are not alone when it comes to courting female football fans. The league estimates 45% of its fan base is now women. More women watch Super Bowl than the Oscars every year. The NFL held its own “Ladies Night Out” before Super Bowl 50. Fox Sports sideline reporter Erin Andrews hosted the event, which featured “fanicures,” shopping and a Vogue-sponsored style lounge.

Female fans offer a “massive opportunity,” said Michele Steele, ESPN’s Chicago-based studio anchor and correspondent.

“I love seeing more and more NFL teams prioritize female fans. Teams that want to maximize their business have to reflect their customers,” she said. 

Steele, who led coverage of ESPN’s weekly Monday Night Football games for SportsCenter, said there’s a fine line between being inclusive and condescending. Teams have to be smart about how they engage female football fans.

Steelers Ladies Night Out
Photo Credit: Rebecca Mehling, Pittsburgh Steelers.

Don’t employ the old pink it and shrink merchandising strategy. Instead, they should seek to “make a personal connection,” according to Steele.

“Instead of pink and glitter merchandise, make the head coach available for a Q&A. Or a star player. Show the women fans that they matter,” she said. “To their credit, some teams already do this. After the event, send every woman that goes to a fan fest a video message from a favorite player. “

Looking ahead, Steele would like to see more female-focused team events that revolve around health and fitness — and less around fashion. She suggests teams offer fans group workouts, with a tour of the stadium afterwards. 

READ MORE: Spill The Wine: NFL Clubs Pushing Team-Branded Wine Collections

The Steelers are such a part of traditional family life in Pittsburgh that their appeal cuts across genders and generations, according to Huzjak.

“We’re Pittsburgh’s community team. So it doesn’t surprise me in the least that our female fans are as rabid as our male fans — or that there are as many female fans as male fans,” he said. “It’s just a part of the way of life here in Pittsburgh.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jul 2, 2025; Los Angeles, California, USA; Los Angeles Dodgers two-way player Shohei Ohtani (17) heads to the dugout prior to the first inning against the Chicago White Sox at Dodger Stadium.

MLB Changes Are ‘Showing Great Results’: Former CFO

Big stars playing in major markets “make a real difference.”

Hot Dog Maven George Shea on Chestnut Comeback and Investor Interest

George Shea runs a real estate PR firm and Major League Eating.
exclusive

ESPN’s Jeremy Schaap Strives to Discover Joey Chestnut’s Secret

Schaap calls his second Hot Dog Eating Contest July 4.
opinion

Caitlin Clark’s Media Supporters Pushing Harder Against Slights

Dick Vitale, Colin Cowherd, and others are accusing other WNBA players of jealousy.

Featured Today

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
July 3, 2025

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”
Sponsored

Game the Green: Transforming Fan Experiences at TPC Sawgrass

As fans gather at THE PLAYERS Championship, Comcast Business will be keeping spectators and the PGA TOUR connected like never before.
October 8, 2024

NBA GMs Rank Salary-Cap Apron As Rule That Needs to Change Most

Schedule changes finished second with 17% of the vote.
February 3, 2025

Super Bowl Ticket Prices Crash As Hotel Rooms See Historic Rate Hike

Prices sink by about 30%, due in part to a lodging crunch.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
September 8, 2024

US Open Breaks Attendance Record

Top-seeded Jannik Sinner beat No. 12 Taylor Fritz in straight sets Sunday.
Sponsored

Mastercard’s Foodies & Fairways: Where Golf Meets Gourmet at the TOUR Championship

This year’s TOUR Championship in Atlanta isn’t just about world-class golf—it’s also a celebration of local flavors.
July 18, 2024

Loyal WNBA Fans Hit With Enormous Season-Ticket Price Hikes

Some season-ticket holders are seeing their prices doubled.
July 16, 2024

CONMEBOL, Hard Rock Stadium Continue Trading Blame Over Copa Disaster

Each blames the other for the security madness at Sunday’s final.