Most business strategy relies on flawless logic, which is why it fails in a world governed by delightfully irrational human behaviour. Brand Genetics’ The Human Code is the antidote to spreadsheet-think – revealing the hidden motivations that drive brand growth.
For our seventh edition, we decode the DNA of ‘Winning with Women’s Sport’ and the new fan economy.
For decades, sports marketing assumed commercial success was simply a function of raw reach: buy the biggest billboard, sponsor the men’s tournament, and count the impressions.
Today, women’s sport is growing 4.5x faster than men’s sport, and 39% of consumers view brands less favourably if they only back men’s teams. Yet, many marketers are still attempting a lazy lift-and-shift of the traditional playbook into this space.
Underneath the shattered viewership records lies a fundamentally different psychological dynamic. Where traditional men’s sport is rooted in inherited tribalism, women’s sport is powered by intentional fandom – where following a team is a conscious values statement and an active moral purchase.
Brands treating women’s sport as a passive billboard risk immediate consumer backlash. Sustainable commercial growth requires moving beyond empty purpose to deliver receipt-level contribution to the game.
Read Issue 7 below to explore the full breakdown.
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Decoding the DNA of Winning with Women’s Sport
August 2026
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The DNA of Growth: The New Fan Economy
The world has woken up to women’s sport, and we are starting to see the potential that exists within it
Viewership is shattering records and cultural relevance is at an all-time high. The central question for brands has shifted from “Is this an opportunity?” to “How do we maximise the value of investing?”
The answer requires a profound shift in perspective
Right now, we see the sports marketing industry attempting to apply a 20th-century men’s sport playbook to a 21st-century phenomenon
Marketers are treating this space as a lift-and-shift, failing to realise that women’s sport does not simply offer a new audience; it engages a fundamentally different set of motivations
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We decode the DNA of human behaviour to unlock transformative growth. Our evidence-based model reveals the hidden forces behind consumer choices by diagnosing their Drivers (hidden motivations), eNablers (environmental context), and Abilities (knowledge and associations) to translate deep insight into concrete brand action
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