Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

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.

Budweiser is leaning on footballing legacies as part of a campaign that marks 100 days until the start of the 2022 Qatar World Cup. With criticism swirling around the event, focusing on football gives brands an opportunity to spark joy, even among fans frustrated by how the sport is governed.

Bolstered by growing internet penetration and a youthful population, Nigerian football culture is thriving. With the sport a source of huge local pride and inspiration, modern-day fans are finding new ways to gamify viewing experiences and connect with fellow supporters.

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?

Between increasing TV coverage and high-profile sponsorships, professional women’s football is on the rise, attracting new viewers and players. Further boosting this inclusive push is Romance FC, a grassroots team and creative collective helping women play and collaborate.