Women’s tennis is the most high-profile female sport in the world, with pro players earning more prize money and media attention than other female athletes. But what makes tennis so different from soccer or basketball for women? And how can other sports expand their appeal?

The weights section of the gym used to be dominated by men who flaunted their muscles and machismo. But with increasing numbers of young women building their physical and mental strength through weight training, girls who lift are challenging outdated ideals of the female form.

BT Sport’s ‘Take Them All On’ ad depicts a young girl infusing her day at school with a series of imagined sporting heroes. Young girls are often put off sport due to social stigma and lack of access; BT’s spot shows how professional sport can inspire the next gen of female sportspeople.

Female-first dating site Bumble has enlisted the help of Tennis ace Serena Williams in a brand campaign. Bumble deemed Williams to be the perfect candidate to boost the site's women-first credentials and will speak to those who want a brand ambassador embody that brand, above all else.