Traditionally relegated to the role of casual or soft, female fans have long been marginalised. As interest in women's sports grows, will the industry start catering to them? Canvas8 spoke to sports expert Dr. Stacey Pope to find out why female fandom represents such an exciting opportunity for brands.

Blanket messaging can only go so far when it comes to brand engagement. As the desire for more intimate styles of interaction grows, Nike is launching its NbG app with the aim of bringing exclusive content, community, and drops to women, cutting through the noise of their newsfeeds.

As community and the outdoors play an increasingly important role in our lives, US-based, female-led and -founded Textured Waves is on a mission to include minority women in surfing. The group celebrates female surfers of color in an arena often dominated by White men.

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.