At the World Football Summit, I spoke about how storytelling can help drive social change — and later found space to think about those ideas above the city, at Madrid’s Palacio de los Duques Gran Meliá.

An invitation to speak at the summit isn’t my usual habitat, but the worlds of fashion, media and sport are coming together in interesting ways. Our panel explored how storytelling can help shape a fairer, more connected society — how the same cultural forces that drive creativity are helping sport to challenge imbalance and bring new voices forward. It was a privilege to be part of that conversation, surrounded by people who thought about visibility, access, and representation through a broader cultural lens.

Courtesy of Claire Singer

Beyond our session, the summit made clear just how much football is changing. The conversations weren’t only about the game itself but about the business, culture and values around it. You could feel the shift in energy — from the Lionesses’ Euros triumph and the record crowds of the Women’s World Cup, to the rise of domestic leagues attracting global audiences and sponsors investing properly for the first time. Clubs and federations spoke about the long game: building sustainable pathways for girls, rethinking governance models, and ensuring commercial growth doesn’t come at the cost of integrity. There was a real sense that women’s sport is moving from momentum to permanence, supported by brands and media that understand the value of visibility done well.

Courtesy of Claire Singer