England’s Lionesses stand to net millions of pounds in sponsorship and endorsement deals off the back of their sensational Euro 2022 performance.
Global brands such as Nike, Adidas and Pepsi will be on standby to offer multi-year deals to England’s stand-out sportswomen, “worth millions, not thousands” after the team play Germany in the tournament’s final on Sunday, according to sports marketing experts.
However, winning won’t be the only factor which will have a “huge impact” on the number of zeroes on the cheques they are offered.
Experts say the players achievements off-pitch will help to determine the size of the fees they will be able to command, from the size of their social media followings to how vocal they are about the societal issues are important to their fans.
Star players such as Alessia Russo – dubbed “Lessi” by Ian Wright in a nod to Argentina’s Lionel Messi following her spectacular backheel goal during England’s semi-final win over Sweden – and Golden Boot contender Beth Mead will have their pick of commercial deals and other lucrative opportunities regardless of Sunday’s result, industry figures believe.
Sports hydration drink brands, car manufacturers and food firms will be among those seeking to strike brand ambassador deals with the Lionesses, but the players will also field offers from e-sports and gaming companies, and broadcasters eager to have England’s athletes promote their products and front their sports coverage.
“Women’s football has hit fever pitch and a win for England on Sunday will put the rising stars of the women’s game firmly in the sponsorship spotlight,” said Rakesh Dhall, media and partnerships director at digital creative agency 20ten, which works with clients such as McLaren’s F1.
“We will see a major push from brands to invest into women’s football…[and] selecting specific players as brand ambassadors to front campaigns and channel new marketing initiatives.
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“We are talking about potentially multi-year brand deals – and millions not thousands [of pounds],” he added.
Even if England suffers a defeat at Germany’s hands, the players will have considerable earnings potential, according to Liam Hopkins, who leads the sports marketing arm at advertising agency Leo Burnett and has helped brands partner with the Women’s Euros for more than a decade.
“Regardless of the result on Sunday, the Lionesses will have the opportunity to make significant earnings off the back of the competition as they have so heroically captured the hearts and minds of the nation,” Mr Hopkins said.
“The USA still leads the way in women’s football [but] the market potential in the UK is huge,” Mr Dhall said.
“The Premier League in the UK is already the most watched men’s league in the world and now we are seeing the women’s league rapidly increase in live viewership and broadcast figures.”
Simon Richardson, strategy director at creative agency Amplify said: “We’re so used to seeing the stars of the men’s game plastered across our screens selling everything from NFTs to noodles, fuelling the cultural crossover of the sport.
“There’s no reason women’s footballers shouldn’t follow suit but there’s also a clear opportunity for them to do so in more meaningful and progressive ways.”
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