A few weeks ago, I wrote about groundhopping – that curious pastime where football fans behave less like loyal supporters and more like tourists with a bucket list. It’s all very engaging, they visit new towns, sample new pies and sing new chants … but it’s not football. It’s trainspotting for the cool crowd.

There’s a lot to applaud in women’s football right now. The talent is top-tier, the Lionesses are still box office, and public sentiment couldn’t be more supportive. But behind the feel-good headlines, the business side is starting to creak. 

Industry experts love to say sport should learn from other sectors and when it comes to cyber, they’ve got both a strong point and a rash of case studies.

H&M once found itself in what can most kindly be described as a PR nightmare – running an ad with a black child modelling a “coolest monkey in the jungle” top.