The purpose of this study was to analyze the characteristics of female spectators at J.League (the Japanese Professional Soccer League) games and to develop some marketing strategies focused on female spectators. Data were collected by a self-administrated questionnaire during J. League games at five different stadiums between Aug. 29 and Sep. 29, 1998. Using proportionate sampling methods stratified by gender and age, researchers collected a total of 2, 016 responses. The survey response rate was 99.2 %. Based on some significant gender related differences in spectating behavior, spectators' backgrounds related to soccer and social-psychological variables, the current study suggested that marketing strategies focused on female spectators would be effective. Furthermore, the current study made several marketing recommendations based on these various gender related differences.