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Once upon a time, celebrities wanted yachts, vineyards, and a pied-à-terre in Paris. Now they want a football club in Wales, a rugby team in the English Midlands, or the women’s equivalent of the Yankees.

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Every conversation I had last Monday started with the Lionesses’ win. The nation loved it. But if you wandered beyond the match reports and into the comments section… well, let’s just say there are a lot of angry men on the internet. 

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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.

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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. 

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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.

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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.