We’re proud to have partnered with MediaCom and talkSPORT to launch ‘Game Changers’, a research programme looking at opportunities for advertisers around women’s sport. The language used in media & advertising can be a powerful tool in influencing public attitudes.

MediaCom and Relative Insight have therefore been analysing how the media reports on women’s football vs men’s, and whether it matches the language used by fans. We looked at 114 match reports from the Premier League and Women’s Super League 2018/19 season and identified significant differences in how the games are reported.

See for yourself by visiting




Images from TheFT & Gamechangers

By Willy Sohler - Account Manager