M+C Saatchi Sport & Entertainment launches Fancom #3: The Women's Issue

​M+C Saatchi Sport & Entertainment has launched the third edition of its Fancom thought-leadership series, The Women’s Issue; a call to arms for marketers to engage women in sport, entertainment and lifestyle with greater depth, understanding and authenticity.

The report explores how women are shaping the cultural landscape and how female fans are organising around their passions. It responds to major sport and entertainment moments from 2025 and sets out practical implications for brands, urging them to invest in, elevate and amplify women’s culture; to stop pigeon-holing female talent within a single discipline; and to replace generalisations with smarter insights into real perspectives, habits and rituals.

Fancom #3 features a series of essays from M+C Saatchi Sport & Entertainment’s team of passions specialists, exploring three connected areas.

Welcome to the Show looks at how broader exposure through live coverage and streaming is accelerating growth in women-led sport and entertainment spaces, and how brands can play their part in using their platforms to increase that exposure.

Boxing-Out explores how women are breaking away from narrow expectations by showing their full, intersectional identities, and what this means for brand and talent partnerships and activations.

Getting Real addresses the need for more nuanced marketing, design and experiences that reflect how modern female fans engage with culture.

The launch follows M+C Saatchi Group’s recent acquisition of the Women’s Sports Group (WSG), further strengthening its position at the forefront of women’s sport and accelerating its mission to harness Cultural Power across the global sports economy.

​Laura Coller, UK CEO, M+C Saatchi Sport & Entertainment, said, “Fancom #3: The Women’s Issue is a call to act with intent. Women are not a niche; they are leading culture in sport, entertainment and lifestyle every day. Brands that recognise this will create lasting impact by showing up with genuine understanding, elevating the moments and people that matter, and moving beyond one-dimensional narratives. The report is about helping brands turn cultural understanding into meaningful creative and commercial outcomes.”

Ant Firth-Clarke, senior strategist, M+C Saatchi Sport & Entertainment, and editor of Fancom #3, said, “With the latest edition of Fancom, we set out to capture what is happening right now across women’s culture and to outline the implications for brands. The growth is real, and greater visibility will drive the next phase of progress. Fans connect to talent as multifaceted individuals, not just as athletes or entertainers. The message is simple. Treat women’s culture with the nuance it deserves and you will build stronger, more enduring relationships with fans.”

Fancom #3: The Women’s Issue is available to download here.