Wasserman’s research arm publishes key global insights on women sports fans

The GIST: The Collective — the women’s sports research branch of talent agency giant Wasserman — published new insights yesterday on women sports fans globally. Its most recent findings indicate women are a growing demographic in sports fandoms, one that activates more keenly around brands — something The GIST knows very well. *winks*

The Collective: Wasserman established The Collective in 2019 to provide “services and tools to the industry and to [...] clients to help push for gender equity,” according to Wasserman EVP Thayer Lavielle. Notably, The Collective found women’s sports comprised 15% of total sports media coverage last year, up from 4% in 2019.

• For this most recent study, The Collective gathered data from more than 35K respondents aged 16 to 64 across six continents, providing a representative sample for approximately 2B global consumers. Let’s dive in.

🚀 The number of women who identify as sports fans has increased 10% over the past three years. Around 72% of these women see themselves as serious sports fans, while 25% believe following their fave sports is one of the most important things in their lives.

• And despite myths around Gen Z sports fans, Gen Z (79%) and millennial (74%) women also tend to have more avid fandom than women in older generations, with 60% of both Gen X and Boomers reporting avid fandom.

👀 Women fans pay attention. They are 16% more likely to notice brands engaging around sports, while 30% of respondents prefer socially responsible brands and 29% are more likely to buy from brands that support their causes. Very mindful.

😍 Women fans love women’s sports. Twenty-seven percent are more interested in women’s sports than they were three years ago, 58% are more likely to think positively about companies sponsoring women’s sports, and 34% want to see brands more involved in women’s sports.

Zooming out: While there’s been an increasing amount of data collected on fans of women’s sports, there is limited data focusing specifically on women fans. The Collective’s move to separate and understand this demographic produced invaluable marketing insights on how women are driving the game.

• This is important because by 2028, women are projected to control 75% of discretionary spending globally, are already the chief household decision makers, and represent a $700B market opportunity if financial institutions provide financial services to women at the same rate as men. The easiest bet you’ll ever make.