As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

The space for female fandom is growing, but sexual harassment continues to be a barrier for women getting into football. With fans increasingly expecting brands to address discrimination within the sport, EFL is celebrating women with the aim of making football a more inclusive environment.

Sports Direct and Copa90 have joined forces in the 'Girls Don't Like Football, We Love It!' campaign, which aims to boost representation and tackle stereotypes in women's football. Despite significant growth in audiences for women's sports, many misconceptions and stereotypes stubbornly remain.

As fandom evolves in the UK and people seek greater levels of participation, are clubs doing enough to align with their supporters’ values? After investigating this in our Travel and Leisure Sector Snapshot, Canvas8 polled nine Britons to understand what sport means to them.

Adidas’ ‘Impossible Is Nothing’ campaign aims to inspire and capture the loyalty of women by sharing inspiring stories and driving gender inclusivity. How can brands provide practical solutions to real-world challenges and address the barriers that women face in accessing sports?