Nine in Ten Australian Women Sports Fans Say Brands Don’t Understand Them

A new study released by Wasserman, through its women-focused consultancy The Collective®, has revealed that Australian women sports fans feel overwhelmingly misunderstood by leagues and brands, despite being some of the most influential consumers in the sports economy.

Wasserman’s study, The Collective Economy: Her Fandom, Her Buying Power (Part II), surveyed more than 7,100 women across 10 countries. It found that 94% of Australian women sports fans believe sports organisations do not completely understand them, while 74% say brands fail to recognise them as consumers.

Rights holders were identified as the most disconnected, despite their leadership role in shaping engagement.

Women Sports Fans is a Critical Influence in Household and Community Spending

In Australia, 76% of women sports fans are decision-makers in sports-related purchases, and globally, women control USD31.8 trillion (AUD48.2 trilliom) in spending, projected to rise to 75% of discretionary spend by 2030.

Commenting on the study, managing director of The Collective®, Thayer Lavielle, said: “Australian women are some of the most engaged and influential sports fans in the world, yet too many brands and leagues are still missing the mark.”

“Rights holders in particular set the tone – if they fail to engage women as fans, brands will follow suit.

“This is a wake-up call for marketers. Women here make the majority of sports-related purchasing decisions, and their expectations are clear. Those who take them seriously will earn loyalty and growth; those who don’t risk being left behind,” Lavielle said.

Key Australia-specific insights include:

• 77% of women’s sports fans who are not mothers feel brands don’t fully understand them.
• 41% are the primary decision-makers in sports-related purchases, while 35% share responsibility.
• 89% of mothers are actively involved in their children’s sporting activities, underscoring their influence in the $77B global youth sports industry.
• 89% believe it is important for brands to support social issues.

A Major Opportunity for Australian Sport and Marketing

Women are highly engaged fans, central to household and youth sport spending, but remain overlooked. Closing this gap is essential to sustainable growth.

Lavielle, added: “This is not about treating women as a side segment.”

“It’s about redesigning fandom with women at the centre. When you invest in her, you unlock not just a fan, but an entire household and the next generation of supporters,” she expressed.

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