In this episode of Business Daily, the latest in our series on women, sport and business, it's all about the merch.

We'll explore how important replica tops and kits actually are for women’s sport in terms of fandom, participation and of course money. We ask what female sports fans and participants actually want to wear and whether they're being adequately catered for.

Dr Katie Lebel is Professor at the University of Guelph in Canada and researches gender equity in sports branding and consumer behaviour. She tells us there is a distinct lack of data in this area and as a result sports wear firms are definitely missing out on revenue.

Dana Brookman is founder of the Canadian girl's baseball league and tells us her biggest challenge has been sourcing suitable uniform for her teams, and Sam Fenwick visits sport wear manufacturer Kukri to see what they have available for women and how they're working to improve their offer.

We’re going to explore what’s available and whether half the population is being properly catered for in terms of sports gear...

Presenter: Sam Fenwick