We investigate the questions shaping football, sport and the lives of women today.

We go where the interesting stuff is happening, cos we’ve already helped build those communities. Our approach combines ethnographic research with deep access to the people inside these worlds. From fans and communities to industry experts and elite talent, we get closer to the people, conversations and spaces that reveal what’s really going on.

20k+ audience
1.5k FAN NETWORK
50+ industry insiders

Then we make sense of it. We find the tensions, behaviours and shifts that matter and turn them into useful insight that helps organisations see their audiences differently and unlock their problems.

Our insights have helped some of the world’s biggest brands make sense of what’s changing in football, and why it matters.