I saw this on a Twitter feed and thought it was really interesting. It's very applicable to football and it seems like an apposite time to discuss it. Really quick read with helpful graphics (for those who are pushed for time!).
www.creativemoment.co/the-7-sins-of-womens-sports-marketing-charity-prophecy-servitude-unity-chastity-penury-and-lust
Click on the link above and there is a further link within the article that takes you to the full paper.