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.

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.

Traditionally, football has been a key component of regional and local identity in England. But with the Premier League now defined more by wealth than locality, fandom is increasingly divorced from its local roots. What does this mean for the future of the nation’s favourite sport?

Arsenal partnered with adidas to wear an all-white kit for its early January 2022 FA Cup 3rd round match vs Nottingham Forest. The North London football club dropped its iconic red home kit as part of the ‘No More Red’ initiative which aims to tackle knife crime and youth violence in London.