Mamamia has partnered with IT SPORTS and Motto to launch AWE Collective, a new weekly entertainment series focused on women’s sport, fitness and fan culture.
The series will launch in July 2026 and be distributed across YouTube and Mamamia’s platforms, supported by social and audio extensions.
AWE Collective is positioned as a culture-led format that moves beyond match results to focus on athlete stories, fan engagement and the broader impact of women’s sport in Australia.
Partnership combines production, distribution and commercial strategy
The partnership brings together IT SPORTS’ production and creator-led model, Mamamia’s audience reach, and Motto’s commercial and sponsorship capabilities.
Mamamia reaches nine million Australians each month, including 7.5 million women, providing scale for the new series.
Liza Boston, co-founder of IT SPORTS, said the project reflects the company’s broader ambition in the category.
“We have a bold vision of capturing the next billion women’s sports fans worldwide. AWE Collective is the flagship of our mission to share the whole kick-ass story of women’s sports – culture-led, creator-driven content that converts non-fans, lives inside culture, and turns connection into community.”
Alex Boston, co-founder of IT SPORTS, added that the format is designed to reflect how audiences engage with sports content today.
“Women’s sports demand different, deeper, culturally powerful narratives. This alliance brings distribution scale, commercial smarts, and authentic integration to our feed-native production model – positioning IT SPORTS to lead the next era of sports entertainment.”
Mamamia expands into women’s sport vertical
For Mamamia, the partnership marks an expansion into women’s sport content, aligning with growing audience and advertiser interest in the sector.
Natalie Harvey, CEO of Mamamia, said the company sees an opportunity to connect brands with engaged audiences through the format.
“Women’s sport is an important part of Australian culture. We are proud to be part of this partnership and to share the stories of incredible athletes.”
“By partnering with IT SPORTS’ visionary team and Motto’s commercial specialists, we’re delivering brands a turn-key vehicle to engage Australia’s most passionate and influential female audience. IT SPORTS has nailed the gap for genuine, culture-led storytelling in women’s sport, and we’re thrilled to co-create AWE Collective.”
Commercial model targets long-term brand partnerships
Motto will serve as the commercial partner, managing brand integration and sponsorship opportunities for the series.
Patrick Moloughney, director at Motto, said the focus is on building sustainable commercial outcomes.
“I’ve spent my career at the intersection of sport, broadcasting and brand partnerships, and women’s sport represents one of the most compelling growth opportunities in media.”
“We’re focused on building commercially credible platforms that respect sport’s integrity while delivering sustained value. This means long-term partnerships that grow audiences, investment, and impact – and we’re proud to support IT SPORTS in unlocking that potential.”
Motto is currently offering limited early access to brands and agencies for integration opportunities ahead of launch.
Main image: Pat Moloughney – Motto, Liza Boston – IT SPORTS, Alex Boston – IT SPORTS, Natalie Harvey – Mamamia