The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

The Danish national team has unveiled a toned-down version of its home and away kits that will be worn at the 2022 World Cup in Qatar. Controversy has surrounded the tournament since the announcement that it would be held in Qatar, creating a fine line to walk for brands promoting the event.

Budweiser is leaning on footballing legacies as part of a campaign that marks 100 days until the start of the 2022 Qatar World Cup. With criticism swirling around the event, focusing on football gives brands an opportunity to spark joy, even among fans frustrated by how the sport is governed.

With interest in women's sports surging, brands are doubling down on their commitments to diversify the sporting landscape. In recognising the power of defining sporting moments, and launching initiatives to boost inclusivity, Adidas is embracing a new era of sports participation and fandom.

Traditionally, football has been a key component of regional and local identity in England. But with the Premier League now defined more by wealth than locality, fandom is increasingly divorced from its local roots. What does this mean for the future of the nation’s favourite sport?