I’m pretty sure there’s been some sociological study backing up what I’m about to say (I don’t feel like looking one up), so I’m going to go ahead and guess that there are probably more male fans of the NBA than female fans, whether by proportion or sheer numbers.
So on its face, an NBA team trying to court more female fans isn’t inherently a bad thing, even if it’s realistically only a play for tapping into another revenue stream.
There are probably some good ways to attract more female fans. The Mavericks are definitely trying a bad way with their “NBA 101 for Women” promotion.