Will brands put their hands in their pockets for women’s sport?

Though in the UK men's sport has not broken any records or gone anywhere new in a while, women's sport is reaching new levels of international achievement; but brands still prefer to align with men's sport.

England's men's team draw their stars from the top flight of English football, all recognisable and all good players. But in 2016's European Championship in France, they were knocked out by Iceland, a team of relatively unknown players, whose captain...