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 Danish national team has unveiled a toned-down version of its home and away kits that will be worn at the 2022 World Cup in Qatar. Controversy has surrounded the tournament since the announcement that it would be held in Qatar, creating a fine line to walk for brands promoting the event.

Nike has launched a campaign starring Canadian footballer Alphonso Davies that highlights the stories of refugees. It speaks to the millions of forcibly displaced people around the world and contributes to discussions around the Qatar World Cup and the increasing political influence of sports.

Qatar is not the first controversial host nation of the World Cup, but this year’s competition has seen football fandom come to light with renewed intensity. As fans in the UK prepare for a winter tournament, how will the cost of living crisis and Christmas shape their response?

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.