Traditionally relegated to the role of casual or soft, female fans have long been marginalised. As interest in women's sports grows, will the industry start catering to them? Canvas8 spoke to sports expert Dr. Stacey Pope to find out why female fandom represents such an exciting opportunity for brands.

Research from Capgemini has revealed that 68% of Australian sports fans say emerging technologies have enhanced their viewing experience – but there's a desire for more as people look to get closer to the action and catch up on their favourite teams at any time.

Game attendance may be in decline, but sports fans are still as passionate and engaged as ever. Whether it’s live-streaming a game or following a team on TikTok, there are so many ways to be a fan. Canvas8 spoke to sports psychologist Dr. Dan Wann to understand how sports fandom is evolving.

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.