Bettina Baer is a lead consultant in the Zurich office of sports agency Two Circles who led the creation of the women's football (soccer) strategy report for the Deutsche Fußballbund, Germany's football association. She also contributed to similar reports that Two Circles produced with the Women's Sport Trust in England and Sporsora in France.

In this episode, she shares her analysis of the growth in Germany, the increasingly popular Big Games Strategy for attracting new fans by clubs like Arsenal, and what the data shows about women's football fan demographics across Europe.