Women: The Heart of Sports Growth
A new report from The Collective Economy: Her Fandom, Her Buying Power confirms that women will control 75% of global discretionary spending by 2030 and lead 85% of household purchasing decisions, making them a pivotal force in sport’s future. In Australia specifically, 94% of women sports fans say family is central to their daily decision making, and 86% believe professional women’s sports leagues aren’t appealing enough to female fans. “For brands, teams, and leagues, the challenge is to meet her where she is and earn the right to be there,”.
Values, Loyalty, and Intentional Spend
This audience is purpose driven. 91% of Australian women sports fans want brands to support social issues, while three quarters would rather be known for kindness and generosity than material success. Purchase decisions are intentional and rooted in values such as financial stability, wellness, and personal growth. As the research highlights: "Sports fandom is not a casual pastime for women. For many, it’s a core part of their identity shaping what they watch, the products they buy, and the brands they trust”.
A Call for Authentic Storytelling and Engagement
Australian women sports fans want creative, always on engagement: not only in stadiums, but everywhere they connect: online, in schools, with families, and in communities. The research urges brands to “go beyond scores and showcase athletes and executives as multidimensional people,” using storytelling as currency to spark emotion, identity, and deep, lasting loyalty. Rights holders must pivot from legacy male centric models and design partnerships that make life easier for mothers, elevate athletes as lifestyle leaders, and build authentic fan communities across digital and physical touchpoints.
Opportunity for Australian Sports & Brands
Key learnings for Australia include:
76% of women sports fans who are not mothers say brands don’t understand them.
Australian women want experiences that feel relevant, inclusive, and supportive of their full lives, not just game day traditions.
94% of respondents feel professional leagues don’t do enough to appeal to female fans.
Quoting the report: “Women fans are not peripheral; they are the center of gravity that keeps the ecosystem moving. To reach her effectively, programs, platforms, and partnerships must be centered on storytelling, engagement, and always-on connection”.
The Business Imperative
For brands ready to unlock new growth, the recommendation is clear: build sponsorships and activations designed around women’s real daily routines, not outdated stereotypes. The report gives examples of innovation worldwide, such as family-centric ticketing, community cafes, lifestyle driven merchandise, and athlete-powered content all ripe for adaptation in Australia.
Our Take on this:
At ISSM, the message is simple: “It’s time to reframe the playbook and put women at the heart of Australian sport. By listening, designing, and delivering for women as fans, Australia can lead the next era of commercial and cultural success in sport.”
For further reading, The Collective Economy report is a must-reference for anyone passionate about building the future of women’s sport in Australia.
