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.

A report has found that despite the Lionesses' victory at Euro 2022, most inner-city teen girls can't name a player from the squad. With a quarter never watching any football, there is a need to increase opportunities for girls to engage with football and sports more generally.

The digital media landscape has transformed how people engage with sports, turning passive viewers into active followers and broadening fan bases around the world. How has Formula One tapped into these shifts, and how may other sports brands and organisations similarly expand their reach?

Lego is celebrating young girls' potential with a campaign that demonstrates what happens when they are given the opportunity to play. Featuring mini figures of female football stars, it highlights the benefits of creative play and the role that sport plays in developing confidence.