The Lionesses’ historic back-to-back victory over Spain in the Euros final this Sunday has done more than just bring football home. It’s opened up a new commercial frontier, making women’s football more profitable than ever.
Their 2022 Euros triumph shattered long-held assumptions about what is possible in women’s football, and now, brands are eager to tap into the skyrocketing fanbase for the sport.
As for the players, they have evolved into more than just athletes; they are now recognised as style icons, social pioneers, and highly marketable personalities with growing influence to major brands.
Hayley Knight, Co-Founder and Director of Comms for BE YELLOW, told the Daily Mail that the Lionesses are doing “more outside the sport than the men’s team ever had.”
What makes them such a marketing catch? For starters, they’re pushing for accessibility in schools for sports, they’re filled with LGBTQ+ representation, and they’re basically scandal-free.
How much are the Lionesses making from brand deals?
As the women’s game continues to grow in prominence, the commercial opportunities for players like Beth Mead, Lucy Bronze, and Chloe Kelly are becoming increasingly vast, with their profiles rising on social media.
Bronze has leveraged her on-field success and social media presence to secure significant endorsement deals with global brands such as VISA, Spotify, and Rexona. With an estimated net worth of £3.5m, her success shows how women’s football stars are not only earning millions, but also bridging the gap to their male counterparts.
Similarly, Leah Williamson’s brand power has grown exponentially. The England captain, now a brand ambassador for Gucci, has a £4m net worth. She also has high-profile deals with Nike, Pepsi, and Calvin Klein, among others. It’s a clear indicator of how women’s football is becoming an ever-more lucrative arena for brands eager to engage with an untapped and diverse fanbase.
And these players aren’t the only ones bringing home the money. Chloe Kelly, Lauren James, and Alessia Russo have all secured six-figure deals with similar global giants like Calvin Klein, Google Pixel, and Adidas, further raising their profiles beyond the pitch.
They’re impressive social media influencers
The Lionesses are much more than their brand deals online. Their growing social media presence has solidified them as fully-fledged influencers as well as professional football players.
@chloekelly Champs league baby 🥇
♬ original sound - Here Comes The Funny
Whether it’s photo dumps, selfies or behind-the-scenes footage at training, the Lionesses have turned themselves into personalities worth following on social media. They all follow one of the most important rules when it comes to marketing: authenticity is key.
They’re becoming more profitable by the minute
Knight also predicted that in the next 1-2 years, merchandising growth could increase from £10m to £20m, leading to a 20-30% rise in endorsement deals.
“With their growing influence outside of sport, they could be looking at £20,000 to £60,000 per sponsored post," she said.
This means that the Lionesses’ salaries as footballers will also increase as well as their income from brand deals and influencer marketing.
For example, Chelsea forward Sam Kerr is reportedly the highest earner in the WSL, with an annual salary of £400k. While still a far cry from the earnings of male footballers like Cristiano Ronaldo, who earns £153.5m a year, this growth shows how far women’s football has come.
What can influencer marketers learn from the Lionesses?
For brands looking to invest in a sport that’s reaching new heights, the Lionesses are a golden opportunity. They’re authentic and partner with brands who align with their interests, making them trustworthy influencers.
Deepak Shukla, CEO of Pearl Lemon Group, highlighted how their win will increase the commercial value of female athletes as a whole.
“The Lionesses' UEFA Women's Euro 2025 win has put them in the public eye not only as elite athletes but also as influencer marketing and branding leaders,” Shukla said.
“The increased visibility is starting to translate to grassroots uptake, too. It is particularly encouraging that over 36% of 13–18-year-old girls identify with a football club now compared to previous years. Brands are signalling they are seeing this too; companies like Xero have launched campaigns featuring the Lionesses to appeal to small business owners.”
He continued: “The Lionesses are embodying the emergent form of athletes as multi-dimensional influencers blending sport with branding to inspire influence and engage audiences.”
