Why “Bundling” Is a Short-Term Fix
Australian sporting codes and brands can no longer rely on bundled investment strategies that treat women’s and men’s sport as interchangeable. While this approach may appear commercially efficient now, it ignores clear shifts in audience behaviour, brand expectations, and the unique commercial potential of women’s sport audiences—especially in Australia.
Bundling investments and sponsorships across men’s and women’s codes masks the true value of women’s sport, diluting the impact for athletes, brands, and fans. This model fails on:
Audience expectations: Women’s sport fans who have grown by 18% in the past year to over 7 million viewers are fluid, digitally native, and seek authentic, differentiated storytelling. They reject “paint it pink” tokenism and demand engagement tailored to their interests.
Brand objectives: 42% of Australians are more likely to buy from brands that actively support women’s sport, with younger demographics even higher at 60%. Bundled deals do not allow brands to express authentic values or connect directly with this distinct audience.
What Works Instead: The Women’s Sport Advantage
Leading Australian brands who prioritise women’s sport are reaping significant rewards, with every A$1 invested generating over A$7 in customer value. Global sponsorship in women’s sport is expanding 50% faster than in men’s leagues, driven by:
Higher fan growth: Women’s sport communities are outpacing general sports audiences by 40%.
Elevated sponsorship ROI: 86% of sponsors say their investment in women’s sport met or exceeded expectations, with one third reporting above-anticipated returns.
Unique brand perceptions: Women’s sport is seen as more “inspiring,” “progressive,” and “family-oriented”, attributes that foster deep emotional engagement and loyalty.
Lessons for Sporting Codes and Brands
To unlock the next wave of growth, Australian clubs and commercial partners must:
Stop bundling: Develop women-specific sponsorships that speak directly to the values, interests, and stories of female athletes and their fans.
Invest in genuine storytelling: Move beyond infrastructure and administration, direct investment towards athlete-centric campaigns and authentic digital content that reflects the lived experience of women in sport.
Build long-term value: Invest with a venture mindset, not just for short-term ROI but to actively shape culture and build enduring equity.
Prioritise visibility: Expand media coverage, digital engagement, and on-ground activations for women’s sport to capture fast-growing, but still underserved, fan communities.
The ISSM Difference
ISSM stands apart by recognising and operationalising the untapped cultural, commercial, and community value in women’s sport. ISSM enables brands and codes to move from “equal share” to “mindful investment” elevating female athletes, building brands that lead with purpose, and growing sport’s role as a driver of social change.
Bundling may feel convenient for now, but the future belongs to those who invest where the momentum, emotion, and market transformation truly lies: in women’s sport. It’s time for Australian sport and its commercial partners to stop rinsing and pink-washing and start making meaningful, strategic investment in the women, stories, and fans driving sport’s evolution.
