Google’s Offside Museum is a crowdfunded collection of media that document the struggles of women who played football in a time when it was a punishable offence. As the popularity of women’s football grows, communicating the history – and future – of the sport can draw new audiences.

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?

The gender divide in the toy industry is easy to spot: trucks for boys and dolls for girls, with research showing a stark divide in imagery used in catalogues too. But change is afoot, with marketers and brands increasingly adopting a more gender-neutral approach to toy advertising.

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?