Why Women's sport shouldn't try to be like the Premier League

Jon Crane, client and commercial director at London-based brand design agency FreshBritain, passionately discusses the uniqueness and intrigue of women’s sport, and why its brands must forge their own paths.

"There needs to be an understanding of what makes women’s sport what it is. The nuances that make it different from the male counterparts. The personalities - there’s a whole new wave of role models who are incredibly likeable. The accessibility. The lack of toxicity when it comes to fanbases. Embrace those differences. Capitalise on them. Design a brand around them."