Will brands put their hands in their pockets for women’s sport?

Though in the UK men's sport has not broken any records or gone anywhere new in a while, women's sport is reaching new levels of international achievement; but brands still prefer to align with men's sport.

England's men's team draw their stars from the top flight of English football, all recognisable and all good players. But in 2016's European Championship in France, they were knocked out by Iceland, a team of relatively unknown players, whose captain plays for a second division British team. England's then manager, Roy Hodgson duly appeared before the media following the defeat and announced his resignation.

By contrast, England's women's team reached the semi-finals of the same competition a year later, beating France for the first time in decades. Though they lost the semi-final, they did so to the Netherlands, the eventual...

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