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 spor

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