Sport is evolving — fast. And in the race to capture younger audiences, the industry is facing an identity crisis: is it still sport-first, or has it become entertainment-first?

Selling sport sponsorship has never been more challenging. With brands presented with endless alternatives the industry must now work harder to justify its price premium - reliance on media value and database size is no longer enough.

Sponsorship remains one of the least evolved disciplines when it comes to applying the principles of marketing science. Despite the transformative insights of “How Brands Grow”, the industry has been slow to adopt.

Women’s football is at an inflection point. But what might the future look like in a world where the women’s teams have separated from the men’s and have fully embraced their differences?