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?

Heineken is tackling gender bias in football through more accessible information around the women's game and an ad campaign with the tagline 'Cheers to all fans. Men included'. As sports audiences worldwide become more diverse, the need for inclusive messaging and campaigns is growing.

Driven by its commitment to women’s sports, Nike has made an equity investment in the WNBA in a bid to boost visibility for female athletes. With rising audience and player interest in women's sports, Nike is putting its money where its mouth is and offering empowering opportunities for athletes.

With interest in women's sports surging, brands are doubling down on their commitments to diversify the sporting landscape. In recognising the power of defining sporting moments, and launching initiatives to boost inclusivity, Adidas is embracing a new era of sports participation and fandom.

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.