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In Mothers, Daughters, Sisters, Fans’, our second film series with Ladbrokes, we focussed on the often overlooked stories of clubs’ female fanbases.

We met the women supporters of their partner teams—Leeds United, Sheffield United, Sheffield Wednesday, and Burnley—to find out what it means to be a woman and a football fan. The response was amazing: a huge organic reach, as well as notices from fans of the featured clubs, their rivals, and many sports industry figures.

The focus on female fans opened up the narrative, moving fandom away from simply “dads and lads”, and more in line with the equal values that football aspires to.

As of October 2019, the series has been watched in excess of 800,000 times on Twitter and Facebook.

EPISODE 1: Leeds United

EPISODE 2: Burnley


EPISODE 3: Sheffield Wednesday


EPISODE 4: Sheffield United




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