Lionesses’ latest glory catapults past ‘inspiration’ – they are now any brand’s dream 

Charlie Skillen, Head of Sport at Boldspace

“The first time was so nice, we had to do it twice!”

Chloe Kelly’s massive grin for the cameras, medal in hand and strut on the pitch, having become England’s European Championships matchwinner for a second time, has overnight become an iconic sporting image.

The boom in women’s football is no longer a new, exciting phenomenon – this generation of England players are finally being recognised as some of the world’s finest sporting stars. The time of treating the women’s game as an interesting diversion from the men’s game has gone.

While the fervour that surrounded the first Kelly-powered final win against Germany in 2022 was a huge boost for the sport, this felt different. The team has evolved – via defeat in the World Cup final to Sunday’s opponents Spain – but more importantly the conversation around the game itself has evolved.

The tournament on home soil three years ago whipped up female participation and interest in football, a collective will and party-like atmosphere behind the Lionesses. The preparations this time around were fraught – with 2022 heroes like Mary Earps and Millie Bright pulling out of the squad late on. Sarina Weigman’s side were criticised for their performances early in the tournament, before last-gasp knockout wins and undoubted shows of grit delivered glory.

As any England fan knows, this drama comes with the territory. But more importantly, it’s the natural continuation of the game’s place at the top of the national conversation. In the ever-evolving world of sports marketing, this means a chance to capitalise.

The Lionesses’ biggest stars are now seen as sporting behemoths. Look at big clubs’ kit launches this summer – you’ll see Leah Williamson front and centre wearing Arsenal colours, not only parity with but at times more prominent than the likes of Martin Odegaard.

No sooner had the tournament finished than Lauren James, Alessia Russo and Kelly herself had signed big-money deals with the likes of Google Pixel and Adidas. Skipper Williamson was the face of a Calvin Klein campaign as the team jetted off for Switzerland.

While this isn’t necessarily new – Lioness stars have been fronting big brand campaigns for the last couple of years – it is an evolution. The narrative around 2022 was coded in grassroots participation and inspiring the next generation. This is crucial, of course, but not in line with male counterparts.

That has fully shifted now. The core brand opportunity for top female stars isn’t just about what they can do for the game, but what the game can do for them. Brands are fighting for association with them – according to the Women’s Sport Trust, 80% of brand decision-makers plan to invest in women’s sports sponsorships, with a significant focus on women’s football.

This is down to the personalities as much as exploits on the pitch. On social media, they’re more accessible and honest than the meticulously manicured world of men’s football.

Fans roll their eyes at male stars’ posts after every game… the ‘we go again’-type post is now ludicrously old hat. A scroll down Ella Toone or Alessia Russo’s social feed represents something more personal and accessible – therefore any brand engagements feel infinitely more genuine.

Top-tier media know this. The majority of nationals in the UK now have dedicated reporters for women’s football, who have relationships with players and gravitas within the industry. While the ‘kid gloves’ seen previously are thankfully off, female stars are now used to getting prominent, quality coverage – and brands associated with them feel the benefit.

The task now is to make sure the excitement around Lioness success is replicated throughout the professional game. At a time when big clubs – including Chelsea, Aston Villa and Everton – are selling their women’s teams to external entities to get around the dreaded PSR rules, this is a huge season ahead for the Women’s Super League.

The first European Championship win brought a rush of support to club football – this will only increase, but pertinently we are seeing brand engagement in women’s football specifically, with sponsorship deals away from the men’s teams.

This upcoming season even sees the first-ever independent team take part in the Women’s Super League, London City Lionesses.

This follows a partnership trend more generally. Brands who really want to cut through to fans with their sponsorship portfolio need to target fans in a bespoke manner than hoping to resonate with a logo on a kit. By targeting women’s teams specifically, this can speak to a carefully curated set of engaged supporters.

Even at the victorious homecoming parade in London on Tuesday, brands were showing up. Fans old and young were waving flags and bucket hats celebrating online bank Chase’s partnership with all home nations teams.

If 2022 finally woke everyone up, 2025 should herald a new frontier still – the women’s game being a first port of call, a standalone, premium opportunity.

Boldspace can help – we have managed partnerships across top tier brands and rightsholders, and know what makes supporters tick. If you’re a brand looking to show up in women’s football, don’t hesitate to contact us.

View our work in sport here.