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.

Heineken is tackling gender bias in football through more accessible information around the women's game and an ad campaign with the tagline 'Cheers to all fans. Men included'. As sports audiences worldwide become more diverse, the need for inclusive messaging and campaigns is growing.

Driven by its commitment to women’s sports, Nike has made an equity investment in the WNBA in a bid to boost visibility for female athletes. With rising audience and player interest in women's sports, Nike is putting its money where its mouth is and offering empowering opportunities for athletes.

Whether it’s going down to a local pitch, shelling out to visit Wembley Stadium, or just switching on the TV, watching sporting events live is a huge part of many people’s lives. Canvas8 polled 4,000 Britons and spoke to eight people to find out what professional sports they watch and why.