Why sports needs to get serious about its female fans
13 Feb 2020
Why sports needs to get serious about its female fans

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.

Dr. Stacey Pope

Dr. Stacey Pope is an associate professor at Durham University. She is a leading expert in the sociology of female sports fans. Her book, 'The Feminization of Sports Fandom: A Sociological Study', was published by Routledge in May 2017.

India Doyle

India Doyle is the editorial director of Canvas8's Library. She oversees the editorial direction of research across content types to ensure Canvas8 members understand changes in consumer behaviour and culture and the opportunities around behavioural change. India has worked as a journalist for ten years, interviewing industry and cultural leaders including Christy Turlington, Olympic boxer Ramla Ali, and Rolls-Royce CEO Torsten Müller-Ötvös. She has contributed to SHOWStudio, Dazed and Confused, ekathimerini, Wonderland, and Dapper Dan magazine.