England women have reached the final of Euro 2022 at Wembley, with only Germany standing between the Lionesses and a historic triumph.
Sarina Wiegman’s players have become household names during their scintillating run to the final, with a 4-0 semi-final demolition of Sweden one of a series of memorable displays.
But with the financial rewards for women’s football still lagging far behind the men’s game, how do the prize money, bonuses and sponsorship deals attached to England’s Euro 2022 triumphs compare?
How much could England earn if they win the Euros?
If the Lionesses triumph against Germany in Wembley, each player will reportedly be paid a pre-agreed £55,000 victory bonus by the Football Association.
It is thought that England internationals receive a match fee of around £2,000 per appearance, which means any player who appeared in all six matches at Euro 2022 could expect to earn about £67,000 from the tournament.
These match fees are the same for both the men’s and women’s teams, the FA confirmed in September 2020.
A spokesperson said: “The FA pays its women’s players exactly the same as their male counterparts for representing England, both in terms of match fees and match bonuses. This parity has been in place since January 2020.”
However, even though Uefa doubled the overall tournament prize money up for grabs at the women’s Euros to €16 million, this represents a fraction of the sum on offer for the men’s tournament last year.
At Euro 2020, the overall prize money pot was €371 million, with the eventual winners Italy earning up to €34 million alone.
Furthermore, it was reported during last year’s tournament that England men, defeated on penalties in the final in heartbreaking fashion, were in line to earn individual bonuses of around £460,000 if they had won.
How will the Euros affect sponsorship deals?
Global brands such as Nike, Adidas and Pepsi will be on standby to offer multi-year deals to the stand-out Lionesses, “worth millions, not thousands” after the tournament, according to sports marketing experts.
However, winning won’t be the only factor which will have a “huge impact” on the sums 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 societal issues.
Star players such as Alessia Russo and Beth Mead will have their pick of commercial deals and other lucrative opportunities regardless of Sunday’s result, industry figures believe.
More on Women's Euro 2022
Sports hydration drink brands, car manufacturers and food firms will be among those seeking to strike brand ambassador deals with the Lionesses.
However, 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.”
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.
“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.
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