New report on women's sports fans by The Collective

Unlocking the Power of Women’s Sports: New Opportunities in the Digital Age Key Highlights - Key Achievements 📈 3.2 billion views for the Women’s World Cup social content in 2023 📺 170% increase in WNBA’s regular season viewership 🌍 Equal male and female athlete participation in the 2024 Paris Olympics 🚀 Cultural Shift 💡 Women’s sports are redefining the landscape with groundbreaking milestones. The 54 million unique viewers of the WNBA demonstrate a massive cultural shift - offering rich opportunities for marketers to engage with diverse audiences. #CulturalChange #Diversity 🎯 Gen Z Influence 💡 Gen Z's affinity for supporting causes provides brands with a unique angle to amplify social good while resonating with this influential demographic. #GenZ #BrandStrategy 🤝 Brand Partnerships 💡 Collaborating with female athletes presents an untapped avenue for creating compelling promotions that not only reach wider audiences but also empower young women. #SportsMarketing #Empowerment Comparative Insights Women’s sports leagues are closing the gap on traditional male-dominated sports, allowing marketers to innovate and stand out in a competitive landscape. Embracing these trends can yield significant ROI compared to traditional campaigns. Strategic Implications Brands should leverage this rising momentum to tap into new consumer bases and create purpose-driven narratives that resonate with today’s socially conscious customers. Market Reaction & Forward-Looking Statement The market is increasingly recognizing the commercial potential of women’s sports, signaling a promising trajectory for brands aligning with these trends. How will your brand capitalize on this evolving landscape? What are your thoughts on the rising trajectory of women’s sports? Feel free to share your insights below or reach out directly to discuss. #SocialMediaStrategy #WomenInSports #MarketingTrends #InfluencerMarketing #DigitalTransformation #GenZ #CulturalShift #SportsBusiness #BrandEngagement #SocialGood

Who else wants to see more women’s merch at sporting events? 🙋♀️ Women’s sports fans spend at five times the per-person rate of the average sports fan, which is an unprecedented dynamic in the sports market, and teams and brands should be using that to their advantage. Thank you Caroline Fitzgerald for having Katherine Rowe and me on GOALS' The Business Case for Women’s Sports. I loved diving into the female fan economy and the real revenue hiding in plain sight. CrowdIQ’s Female Fans Trend Report (out now!) dives into this in detail. The key takeaway? “Female fans are not just a growing market segment - they're a preview of the future of sports fandom. Organizations that understand and optimize for their behavioral patterns today will be positioned to lead as these preferences become mainstream across all sports properties.” Listen now on Apple Podcasts: https://lnkd.in/evNDBC2d Listen now on Spotify: https://lnkd.in/efqTAx92 Download the Trend Report: https://lnkd.in/ggEPQ4TB

The Collective® Economy Part II: Her Fandom, Her Buying Power - Wasserman's new study reveals wow women fans are shaping  sports fandom Key Findings: Women are the engine of future sports growth 👉 66% of women sports fans say sports organisations don’t understand or appeal to them  👉 39% say brands fail to completely understand them as fans of sport  👉 50% of non-mothers feel especially misrepresented by current brand marketing strategies  👉 84% of women sports fans are key decision-makers in sports-related purchases Nearly half (48%) are the primary decision-makers, while 👉 36% share purchasing responsibility – indicating a significant commercial opportunity for brands and rights holders alike  👉 91% of women sports fans who are mothers are actively involved in their children’s sporting activities, making them a driving force in the US$77 billion global youth sports industry  👉 91% of women sports fans believe it’s important for brands to support social issues Brands, leagues, media companies, and investors have an opportunity to design entire fan experiences – at venues and beyond, from product innovation and fan experience; through media representation and investment priorities with merchandise and ticket purchases; and via content and other communications with women at the core.  Read more here https://lnkd.in/d45sMbY and download full report here https://lnkd.in/eJP4iXdP #sponsorship #fandom #womensports #sportsfans

More proof that the future of fandom is female, and that the “female sports fan” isn’t a niche audience. Our friend Caroline Fitzgerald spotlighted powerful new insights from CrowdIQ in Forbes, quantifying how women are reshaping the live sports experience. Here are some key findings: - At men’s sporting events, while the overall audience remains male-leaning, fans under 40 are showing near 50/50 gender parity. This signals a foundational shift in who’s showing up and why. - Roughly half of female attendees at men’s events are also sporting team merch — clear evidence of cross-property fandom and an immediate opportunity for brands, venues, and leagues to drive incremental engagement and revenue. - The bottom line from CrowdIQ: Female fans aren’t just a growing segment — they’re a preview of the future of sports fandom. Organizations that understand and optimize for their behaviors today will lead as these preferences become the norm across all properties. Since founding The GIST in 2018, we’ve seen this evolution firsthand. As the No. 1 destination for female fans, we know the next generation of sports fandom is already here, and she’s deeply engaged, values-driven, and reshaping the industry in real time. Read the full piece by Caroline in Forbes: https://lnkd.in/eQ8-ydi7

Beyond the Game: Women's Sports And The Future of Fandom Tonight, I attended Beyond the Game: Women's Sports and the Future of Fandom, which featured a conversation with Sarah Spain, host of iHeart’s Good Game podcast. The event provided insights and connection exploring how women’s sports are reshaping culture, fandom, and brand relevance. Sharing some of my favorite takeaways: One of the biggest misconceptions about women’s sports is thinking it’s just men’s sports but with women playing. It’s not. It’s a different product with a different audience, and if you want it to succeed, you need different marketing strategies. You can’t just copy-paste what works for men’s sports and expect it to land the same. That also means we need to stop relying on the same traditional media voices, especially the ones who are unwilling to learn or ignore women’s sports. A lot of them still assume no one cares, but the reality is there is a growing audience that’s actively asking for more women’s sports content. Sarah also talked about how women have historically been viewed in two extremes: either infantilized or overly sexualized. But now, we’re seeing a shift. People are starting to recognize how layered and multi-dimensional women athletes are. They’re real, they’re relatable, and their authenticity draws people in, allowing them to create a deeper connection with their fans. That, in essence, is what builds a stronger, more sustainable product. Just remember - the rise of women's sports isn't a moment, it's a movement, and I'm here for it!

Investors ignored women's sports for decades. Now they're throwing billions at it. Guess what changed? The math. The "suddenly profitable" revelation: Old thinking: "Women's sports don't have audience" New data: Women's leagues pulling 50%+ female viewership Old thinking: "No commercial value" New reality: Brands desperate for female audience access Plot twist: The audience was always there. We just never measured it properly. What actually happened: Traditional sports marketing: Target 18-35 males Women's sports discovered: 18-65 females + families = bigger market The numbers that changed everything: Women control 80% of household purchases Female sports fans spend 23% more on sponsor products Women's leagues = premium audience advertisers can't reach elsewhere The psychological shift: Before: "Support women's sports because it's right" Now: "Support women's sports because it's profitable" Morals are great. Money moves faster. Here's what's really happening: We're not "promoting" women's sports. We're finally measuring their actual value. The lesson for every business.... # WomensIPL #Sponsorship #WomensSports & #StartupTalks

We’re thrilled to announced the launch of our first membership and community platform, The GIST Plus. From lack of coverage to cruel, sexist comments sections, the internet is full of jump scares for women in sports. So we created a safe, inclusive space where you can connect with other members of our one-of-a-kind community. And The timing couldn’t be better. A new global study from The Collective at Wasserman found that while 72% of women identify as avid sports fans, 66% feel sports organizations fail to connect with them. The GIST Plus is helping to close that gap, and to meet this new generation of deeply engaged, cross-platform fans where they already are. We’re launching with a wink to spooky season 👻, because the real horror story isn’t haunted houses, it’s toxic comment sections. Our campaign flips that narrative with humor, empathy, and purpose. This launch represents both a cultural milestone and a business evolution; our first membership model, our next step in personalized fandom, and us leading the conversation around the future of fandom. 📰 Thanks so much to Caroline for the feature in Forbes: https://lnkd.in/eW-6ZYWb 🎃 Explore The GIST Plus: https://lnkd.in/ewpzpz_S

The Rise of Women’s Sports: A Moment We Can’t Ignore! I just came across a fascinating new report from Snapchat that digs into how women’s sports are gaining major momentum, and how fans are showing up in new ways. Some insights that stood out to me: - Though men’s leagues still lead overall engagement, women’s sports are clearly on a rapid upward trajectory. - In 2024, the WNBA’s regular season drew over 54 million unique viewers, a staggering 170% increase over the previous season. - The report also highlights how brands can play a role, not just as sponsors, but as amplifiers of women athletes and leagues. This momentum is more than just numbers. It’s cultural. It’s shifting perceptions. And it’s a powerful opportunity for marketers, media professionals, sports organizations, and anyone committed to equality in sport, to lean in. Whether you’re helping build a brand, manage sports coverage, or cultivate communities, this is a moment to think: How can you help amplify women’s sports? How can your platform give young women role models they can see and believe in? What partnerships or activations could you develop to support this evolution? If you’re curious, I highly recommend giving the full “Women’s Sports Era” report a read, it’s rich with insights, case studies, and ideas. Let me know: what’s one change you’d like to see in how women’s sports are covered, supported, or promoted? #WomensSports #SportsMarketing #EqualityInSport #MediaTrends #SnapchatReport https://lnkd.in/dhqdwzy8

A new report from Ally sheds more light on fan behavior and spending in women’s sports 🛍️ Surveying 3,000 fans from Gen Z through Boomers, it found 67% have either increased (22%) or maintained (45%) their spending, highlighting the growing investment and staying power of women’s sports among fans. This adds to the expanding body of research showing the market’s strength and potential. Read more from Rachel Axon: https://ow.ly/2tYG50XbhrZ

The latest Ally report on sports fandom is full of eye-opening nuggets. My three biggest takeaways? 1. Sports are the last communal experience in a hyper-fragmented world, and that’s a major draw for fans According to Ally, women are more likely to gather at friends’ houses and host watch parties, while men are more likely to travel long distance to games and splurge on VIP packages. Both speak to the desire for fans to feel connected through fandom. 2. The “women’s sports are just for women” narrative is dead For starters, it’s never been true. Now, it’s impossible to pretend. This year, the WNBA said 57% of its fans were men. And the Ally report says men outspend women on women's sports annually ($600 vs. $400). This is something we’ve embraced from Day 1 at JWS. We know women’s sports are for every sports fan, and we’ll never limit who our content is for. 3. Fans want women’s sports to succeed — and they’re putting their money behind it According to Ally, roughly 1 in 3 Gen Z fans say it's important to show up as a women's sports fan, while 40% of Gen Z fans say supporting women's sports is a form of supporting empowerment. But it’s more than just nebulous “support”: 76% of fans say they’ve spent money on women’s sports, with 22% of fans saying their spend has increased. Overall, the average sports fan spends $1,600 per year supporting their teams, and "fanatical" fans spend nearly $2,200 annually. If you’re a brand that wants to connect with fans, now’s your chance to get in front of an audience that’s highly engaged, rapidly growing, and eager to spend in support of women’s sports. Check out the full report in the comments below.