Building The Business Rationale To Invest In Women.
The Collective is the global authority on women as athletes, artists, consumers, and fans across sports and music. Established in 2019, The Collective combines advocacy and advisory with proprietary research, strategic insights, industry partnerships, and cultural activations to prove and power women as a growth engine. To date, The Collective has helped unlock more than $750M in incremental investment for women in sports, turning insight into action, investment, and measurable change. The Collective is a member of THE·TEAM.
New Research from THE COLLECTIVE·TEAM x MUSIC·TEAM
HER FREQUENCY
How Women Amplify Value Across the Live Music Experience
HER FREQUENCY is The Collective’s first global music research report produced in tandem with MUSIC·TEAM. Spanning 12 markets, 18 music genres, and nearly 15,000 respondents, this new study looks at how women participate in live music across the full fan journey – not just as attendees, but as organizers, decision-makers, community-builders, spenders, content creators, and experience architects. It draws on quantitative, qualitative, social, and industry analysis to give a full picture on how she fans and what drives her decision-making process.
New Research Drop From The Collective® ThinkTank
Women in NCAA Intercollegiate Athletics: A National Study Revisited
This major new release reviving one of the most influential 37-year longitudinal studies in women’s sports history, picking up after a 10-year hiatus and extending the legacy of the foundational Acosta–Carpenter Report, authored by five members of The Collective® Think Tank (with support from Linda Carpenter and Vivian Acosta).
New Research Drop:
It’s Time—Leading The Next Era of Growth
The Collective Partners with Canadian Women & Sports and Canadian Tire Corporation To Power The Next Era of Growth
In partnership with Canadian Women & Sport and Canadian Tire Corporation, The Collective, THE·TEAM’s global women’s advisory group, is proud to serve as the research partner behind, It’s Time: Leading the Next Era of Growth.
New Research Drop:
The Collective® Economy Part II
Her Fandom, Her Buying PowerNew Study Reveals How Women Fans Are Shaping Sports Fandom
Women are driving the global economy and are massive sports fans, yet feel unseen by teams, league and sponsors. The Collective® Part II uncovers how sports organizations can work together to better serve her.
New Research Drop:
The Collective Economy
A Global Understanding of Women’s Buying Power
Women control more wealth than ever before, influence the majority of household spending, and are shaping the future of commerce, culture, and community. Yet despite nearly $1 trillion spent globally on advertising each year, 49% of women say brands still don’t understand them.
It’s time to understand what’s driving that.
Our Latest Research:
The New Faces of Women’s Sports Fandom
Fandom in women’s sports isn’t just growing it’s evolving.
Our latest report, The Many Faces of Fandom, reveals how today’s fans are showing up in three distinct ways:
IsoFans
DuoFans
SocialFans
From how they watch to what they buy, these fan types unlock powerful insights for brands and rights holders ready to engage with intention.
Let’s Meet The New Faces.
Our Latest Research:
Game On: Bridging the Investment Gap in Women’s Sports
This Recent Report by Deloitte & The Collective Assesses the Present Landscape and Future Opportunities for Investment in Women's Sports.
Women’s sports funding is on the rise but there’s still work to do. As the spotlight shines on women in sports, we recognize that investing in them can bring value to both business and society. But there is a major investment gap between men’s and women’s sports.
Game On.
Our Latest Research:
The Unstoppable Rise of Mexican Women’s Soccer
Why Investing In Mexican Women's Soccer Is A Smart Strategic Decision.
Leveraging proprietary data and custom research, we provide commercial partners, brands, sponsors, and investors with fresh insights through strategic alignment with Mexican women's soccer.
Unstoppable Growth Starts Here.
The New Economy of Sports
New Investment and Growing Valuations in Women’s Sports
With less resources, coverage, and infrastructure in women's sports, a new blueprint for team valuations is needed. Traditional metrics that compare women’s sports directly to men’s often lead to undervaluation.
So we created a new one.
Global Research Study:
Her Love of The Game
A Global Overview of Female Sport Fandom
Women are interested not only in sports, but also in how they align with their values – often supporting socially responsible causes and environmentally conscious brands. They experience sports in diverse ways, paying close attention to the brands and sponsors involved.
The Athena Pledge:
Why Invest In Women’s Sports?
Deloitte research shows optimism for the growth of women’s sports and how sharing learning can help organizations overcome investment barriers.
We Are Celebrating Five Years of The Collective!
Five Years of #TheCollectiveImpact
We are celebrating five years of #TheCollectiveImpact advancing the power of women through campaigns, strategies, ideas, activations, community, and partnerships.
Celebrating Five Years of #TheCollectiveImpact:
Check Out Out This Five Year Anniversary Coverage
Thank you to Variety for the incredible look at our five years of impact. While we celebrate the last five years, we are squarely focused on what’s ahead in the next five and beyond.
INFORM. INSPIRE. SOLVE. SUPPORT.
