Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

As of 2023, the Women's World Cup is self-sustaining, generating $570 million in revenue after operating at a loss during previous tournaments. Nevertheless, gender inequality persists, and fans are becoming increasingly vocal about the need for brands to highlight barriers for female players.

As excitement for the Women’s World Cup builds, short-form content is being utilised to facilitate a spike in interest. Not only does this point to the continued rise of the Women’s game, but also the new ways people are engaging with sports in the context of the evolving attention economy.

The love for women’s soccer is growing, and Los Angeles-based Angel City FC has managed to build a large, loyal following by focusing on community and equity while simultaneously elevating global recognition of women’s soccer. What does this mean for the future of gender diversity in the sport?

Baesianz FC has created a safe space for Asian women, non-binary, and trans members to play football, creating greater inclusivity and visibility for a traditionally excluded community. How can brands champion local initiatives to address structural inequalities in sports?