The Collective Drive

We're so excited that we couldn't keep it a secret…???? Something exclusive is coming to AusGP, and if you know where to look, it’s yours. Limited edition postcards and stickers totally FREE. But once they’re gone, they’re gone. These aren’t just any giveaways. They’re part of our #MissedYouAtAusGP campaign, and you won’t want to leave the track without them. Want in? Follow @TheCollectiveDrive (https://lnkd.in/gWeK4Cr7) on Instagram to find out where to grab yours. Head there now for your first sneak peek ?? See you at the circuit ????#TheCollectiveDrive #AusGP

It’s a smart business decision. Yet, women’s elite sports properties receive just 12% of sponsorship investment compared to men’s. This isn’t due to a lack of talent or audience - it’s the result of underrepresentation in the media and stereotype-driven marketing, which reinforce inequity. But the landscape is shifting. Brands that invest in female athletes and teams gain reputational benefits and access to a wider, engaged audience. The companies leading this change aren’t just supporting equity - they’re shaping the future of sports sponsorship. Short on time? Check out the condensed insights in Beyond the Finish Line. https://lnkd.in/gfiJeQVA Want the full picture? Our latest research paper unpacks the power of sponsoring women’s sports. https://lnkd.in/gsYrv8Hu

It feels like we can’t win - and yet, we are. If you haven’t been living under a rock, you’ve probably seen Nike’s Super Bowl ad. And if you haven’t… well, time to crawl out and watch it. The ad shines a light on the double standards and struggles women in sport still face. We can hear America Ferrera’s monologue in Barbie ringing in our ears - the impossible double standards and relentless battle to exist. It’s a wake-up call. But is the language we use still reinforcing resistance? When we give doubts a platform, are we dismantling them - or unintentionally amplifying them? We explore this in our latest article. Read our thoughts here: https://lnkd.in/gG4B5K5x

This bill doesn’t sit right with us. Sports - especially during a child’s formative years - are about connection, growth, and belonging. So why is fairness being used as a shield for exclusion? Let’s talk about what this really means for inclusion in sports. https://lnkd.in/g6YjvuMZ

Last month, our founder, Estelle Clapham, presented Motorsport Australia's Girls on Track event at Sydney Motorsport Park. The young participants connected with like-minded peers and engaged in activities tailored to their career goals and passion for motorsports. They also attended a networking lunch, meeting professionals from across the motorsport community, including journalists, engineers, content creators, and racers. In addition to Estelle, our Head of Content, Tyra Lawler-Cass, volunteered and led workshops for girls eager to pursue careers in content creation. The TCD family was well-represented, with Tayla Purves and Olivia Pursehouse among the other participants, fully immersed in the event’s activities. This event highlights the enthusiasm young women have for entering the motorsport industry. With such growing interest, it’s time to create more opportunities and make room for women in this exciting field.

Female fan engagement is crucial for F1’s growth, but do companies really know that? Women drive 80% of sports apparel spending for themselves and 60% of men’s clothing purchases. However, for women, current merchandise often reflects a “shrink it and pink it” mentality. We believe that inclusive strategies tailored toward women hold substantial financial promise. Failure to adopt such strategies may result in the attrition of the female fan base, which could precipitate adverse repercussions for F1’s revenue streams. Read the full report on our website: https://lnkd.in/gfiJeQVA ?? by @parcferme.co #thecollectivedrive #womeninmotorsport #formaulone #f1 #motorsports #merchandise #femaleempowerment

Exciting News from The Collective Drive! Today, we are thrilled to unveil?"Beyond the Finish Line", a comprehensive overview of the research we've conducted over the past twelve months into the key areas of inequity within the global sporting industry, with a particular focus on motorsport. This perspective highlights critical issues such as sexism, racism, and ableism that continue to affect athletes, fans, and stakeholders, and underscores the urgent need for systemic change. At The Collective Drive, we believe in the power of research and collaboration to drive meaningful progress. Our findings not only call attention to the challenges but also pave the way for actionable strategies to create a more inclusive and diverse sports community. But this is just the beginning—there is still much work to be done! We invite industry leaders, policymakers, and all stakeholders to join us in this journey toward a more equitable future in sports. Together, we can ensure that everyone, regardless of gender, race, or ability, can thrive in and enjoy the world of sports. Learn more and access the full perspective here: https://lnkd.in/gFFmDa-Q or a summary report can be found here: https://lnkd.in/gaMBw7S9 #EquityInSports #BeyondTheFinishLine #InclusiveSports #TheCollectiveDrive