During the Season: A Sports Site for Women? Game On!


Let’s face it: during sports season – football, baseball, whatever – women often get sidelined. Well, time out! During the Season is a site for women who want to know more about different sport, for those who don’t particularly care, for those who want to understand what makes the sports fans in their lives tick – and they throws in entertainment that’s particularly of interest to women, too, just for good measure. Founder Yanna Sigenlaub explains it all to AlleyWatch – and she has definitely brought her A game…



Tell us about the service.

DuringTheSeason (DTS) is a sports site for women who don’t know a lot about professional sports. It is for those who want to learn more and for those who are simply tired of sports taking over their lives because their husbands, boyfriends, friends, coworkers etc. are obsessive fans.

The site features easy-to-understand guides on the three major professional sports in the US  – baseball, basketball and football – including gameplay, rules and lingo, as well as digestible game highlights, gossip and entertaining tips on how to survive during the different sports seasons.

How is it different?

There are a few sports sites on the market that are targeted specifically to women – mostly run by women who are huge sports fans, for women who are sports fans too, which is great. We take a slightly different approach in that DTS is primarily for women who don’t know much about sports to begin with and who might not necessarily be sports fans.

The content is tailored to an audience who don’t already know all the rules, lingo etc. of each sport. In addition, we cover more than just the games. A large portion of the site is dedicated to light and entertaining content about how to survive the sports seasons e.g. how to deal with sports-obsessed loved ones, tips on when it is ok to talk during a game, sports fashion, party planning and much more.

What made you launch a sports site focused on women?

I’ve always been a little envious of people who are passionate about sports. Watching from the sidelines, I’ve tried to get into it, but without really knowing what’s going on, it’s hard to really enjoy watching the games. There are millions of sports sites, but if you’re a sports novice like I am, they are all quite overwhelming. After sharing my frustration with other women, I realized that many feel the same way.

At the same time, many women are not really interested in sports at all, but their lives are still highly impacted by sports because the people in their lives are passionate fans. They may not really want to watch sports, but are still interested in things that are related to sports because no matter how much they try to avoid it, sports are still very much a part of their lives.

I decided to launch DTS because I saw a need for a place where women can go to find information about sports in a language that they understand. I also wanted to create a place to share all the other aspects of how sports affect our lives – from relationships to work places and more.

What market are you attacking and how big is it?

The target audience is women from college to around 50 years old in the US (to start, we are only covering three major US sports). Interestingly though, a lot of male sports fans are interested in the site as well as a source of entertainment.

What is the business model?

Our main focus is on getting traction and solid readership to attract advertisers and sponsorships. We are, however, planning to launch an ecommerce section within the next 12 months as well as hosting a series of DTS events.

What are the milestones that you plan to achieve within 6 months?

Primarily our focus is on creating entertaining and quality content as well as gaining traction and a loyal reader base. We are working on expanding our network of content contributors and adding video to the site as well within the next months.

If you could be put in touch with one investor in the New York community, who would it be and why?

That’s a tough question. I would love to meet Joanne Wilson – her experience in publishing and startups that target women, I believe could be a significant value to DTS.

Why are you launching in New York?

New York is our hometown – and an awesome place to launch a digital media site.



About the author: AlleyWatch

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