Microsoft's 2020 Super Bowl ad shone a light on Katie Sowers, the first female coach to feature in the NFL's biggest game. Research suggests it was the ‘most emotionally effective’ ad of the season, underscoring the power of highlighting a real person’s journey to address a wider issue.

From record viewing figures and specifically-designed World Cup kits to high-profile sponsorship deals with the likes of Barclays and Nike, a seismic shift is underway in women’s football. What’s driving this momentum and what are the emerging opportunities around the women’s game?

Whether it’s going down to a local pitch, shelling out to visit Wembley Stadium, or just switching on the TV, watching sporting events live is a huge part of many people’s lives. Canvas8 polled 4,000 Britons and spoke to eight people to find out what professional sports they watch and why.

Between increasing TV coverage and high-profile sponsorships, professional women’s football is on the rise, attracting new viewers and players. Further boosting this inclusive push is Romance FC, a grassroots team and creative collective helping women play and collaborate.