Women sports fans are 'miss-understood'

Seventy-two percent of women worldwide consider themselves sports fans, but “the industry continues to rely on outdated frameworks built historically for men.” The Collective — Wasserman’s women-focused advocacy and advisory business — notes that women will control 75% of discretionary spending by 2030, and 85% will lead the majority of household spending decisions, but says many women fans say they’re misunderstood, with 66% saying even women’s sports leagues don’t appeal to them enough. Millennial women are the most active fans, while Gen Z is “engaged but critical.” The report urges brands to more fully engage women fans through social feeds, messaging platforms and peer networks, noting that women are “story-driven consumers.”