Singaporean women sports fans push brands to step up their game: report

Singapore – Ninety-four per cent of Singaporean women sports fans feel sidelined by sports organisations, while two-thirds say brands fail to recognise them as consumers, according to Wasserman’s The Collective latest study.

The global report The Collective Economy: Her Fandom, Her Buying Power (Part II) surveyed more than 8,700 women across 10 countries, revealing a consumer powerhouse that remains consistently underestimated. 

In Singapore, the figures are striking: 74% of women fans are key decision-makers in sports-related purchases, 81% of mothers are actively involved in their children’s sporting activities—contributing to the $77 billion global youth sports industry—and 92% believe brands should take a stand on social issues.

Thayer Lavielle, managing director of The Collective®, said: “This research reinforces what we see globally–women are powerful consumers and passionate sports fans, but in Singapore, too many still feel disconnected from how sport and brands engage with them.”

Women control an estimated $31.8 trillion in worldwide spending as of 2024, driving 70–80% of all purchasing decisions, and show deep loyalty to brands that align with their values. 

Yet too often, the industry still plays from an outdated playbook.

The data makes clear that women are not just spectators in the global economy—they are powering it. 

“Rights holders and brands that start consistently catering to ‘her’ will build loyalty that lasts across generations,” Lavielle emphasised.

The findings highlight a pressing need for sports organisations and brands to reassess their marketing approach. 

With nearly half of women globally feeling misunderstood by marketers, the study shows that addressing women’s roles as both consumers and decision-makers could unlock lasting connections and stronger brand loyalty.