The challenges facing netball are different to other sports. While we have seen growth in women's football, tennis and boxing in recent years, it has always occurred through the lens (or perhaps in the shadow) of established male forebears. Netball does not have this baggage. Its story, product and message can be tailored specifically toward women and girls.Claire Nelson is CEO of Netball Scotland and the Strathclyde Sirens. Her focus is to capitalise on this advantage and carve out a unique niche for the sport north of the border. In this podcast, we discuss the key areas in which she is concentrating - sponsors, player development, marketing, messaging, media deals and, of course, content.TOPICSThe overall landscape of netballAdapting netball's story and building a sport and lifestyle brand Working against established cultural habitsWhy women's sport is "not a nice-to-have but makes economic sense"How the storytelling focus changes for a 'female sport'The untapped audience of womenThe differences in the female fan - different message, spending patterns and the 'guilt factor'Not limiting their vision to competition and 'bums on seats'. "There's sportainment and lifestyle"The Fast Fives conceptCreating player pathways Comparisons with women's football. "The men's game has decided to invest more into the women's game"Moving to the Women's Super League from the 'amateurish' of environment leisure centres and into arenasThe influence of the Commonwealth Games this summerThe one thing netball most needs