Women’s football coverage has roughly quadrupled since 2019. The trust problem grew with it. New data insights report by Dantani. Euros, World Cup cycles, the WSL and UWCL have turned the women’s game into a year-round media product - not a fortnight every four years. The floor resets higher after each tournament. Between fixtures, the feed stays warm. Who owns the story has changed: ▪️Legacy press still wins on match reports, features and accountability, depth without the spike  ▪️X and TikTok set the first mention  ▪️Club channels own the unveil  ▪️Fan desks and ITK fill the midweek silence Masthead no longer equals agenda-setting power. Speed, desk and platform do. The rumour economy is arriving the same way it did in the men’s game: less fee theatre, more destination, minutes and national-team implication. Speed-to-spike and verify-lag are both high. Fans notice. What is the media covering: ▪️Match & tactics 34%  ▪️Transfers / rumours 22%  ▪️Equality / access 18%  ▪️Player / personal 15% 71% of fans want verified first. 58% say purity is already damaged. Rumour volume peaks mid-tournament (weeks 4–6). Trust recovers at the final, and fans remember who got the middle wrong. Blind spots that still leak: ▪️Non-English desks and mid-table clubs vanish from the global feed  ▪️Contracts, conditions and coaching changes spike locally; English media is often late  ▪️Many PR desks watch X and Google Alerts. TikTok, Telegram and other languages land late #WomensFootball