As excitement for the Women’s World Cup builds, short-form content is being utilised to facilitate a spike in interest. Not only does this point to the continued rise of the Women’s game, but also the new ways people are engaging with sports in the context of the evolving attention economy.

Esports has long been synonymous with young people but brands operating in the space are now looking to widen their target audiences, encompassing older groups and showing that anyone can game. Following this sentiment, Meituan is providing sponsorship for an aspiring esports team of elderly gamers.