Women Sports Fans in Singapore: Underestimated Consumer Power

A recent study by Wasserman’s The Collective has brought to light the pressing disconnect between sports organizations and women fans in Singapore. According to the research, an overwhelming 94% of Singaporean women sports enthusiasts feel sidelined, while two-thirds believe brands do not recognize them as valuable consumers.

The Study: Key Findings

The global report, titled The Collective Economy: Her Fandom, Her Buying Power (Part II), surveyed over 8,700 women from ten countries. It underscores the significant yet often overlooked role women play as both sports fans and consumers.

Singapore-Specific Insights

• Decision-Making Power: 74% of female sports fans are key decision-makers in sports-related purchases.
• Parental Involvement: 81% of mothers participate actively in their children’s sports activities, contributing significantly to the $77 billion global youth sports sector.
• Social Engagement: 92% of women believe that brands should advocate for social issues.

The Economic Impact of Women

As of 2024, women are anticipated to control approximately $31.8 trillion in global spending, influencing 70-80% of all purchasing decisions. Research indicates that women exhibit strong loyalty toward brands that resonate with their values. Despite this, many in the sports industry continue to follow outdated marketing strategies.

Expert Insights

Thayer Lavielle, managing director of The Collective®, stated, “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.”

The Need for Change

The findings from this study indicate a critical necessity for sports organizations and brands to overhaul their marketing strategies. Nearly half of women globally report feeling misunderstood by marketers. Addressing women’s roles as both consumers and decision-makers could pave the way for stronger brand loyalty and lasting relationships.

Building Lasting Connections

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

Conclusion

The evidence is clear: women are not merely spectators but are vital to the global economy, particularly within the sports industry. By recognizing and addressing women’s significant roles and preferences, brands have the opportunity to unlock new avenues for engagement and loyalty.