Chloe Kelly and the Lionesses are marketing gold. Brands take note Sport Business In a world gripped by political instability and economic uncertainty, the Lionesses offer something powerful: focus, momentum, and cultural relevance. Sunday’s nail-biting Euro 2025 win wasn’t just a sporting triumph. It was a commercial line in the sand. The Lionesses aren’t a moment – they’re a movement. And for brands, the message is clear: the [...]
London Spirit: Tech titans strike Nike kit deal in Hundred first Sport Business London Spirit’s new part-owners, Silicon Valley-based consortium Cricket Investor Holdings, have agreed a kit deal with Nike for the Hundred franchise which will begin next year. The Nike deal is the first bespoke commercial contract secured by one of the Hundred teams, as sponsorship deals have previously been sold centrally by the England and Wales [...]
Women’s football must capitalise on momentum of Lionesses’ success Sport Business England’s Euros victory should spur more growth in women’s football but the game cannot rely solely on the Lionesses, says Deloitte’s Jennifer Haskel. The Lionesses are champions of Europe for the second successive time and have become the first England senior team in history to win a tournament overseas. This moment is significant for the [...]
Lionesses’ Euro triumph draws UK’s biggest TV audience of year July 28, 2025 The Lionesses’ historic victory in the Women’s Euros final on Sunday night pulled in more than 16m viewers, making it the UK’s most watched television moment of 2025. A peak live audience of 12.2m viewers watched England beat world champions Spain on penalties across BBC One and iPlayer. Viewership of the final in Basel, Switzerland [...]
Jess Carter, the Online Safety Act and a problem that won’t go away July 26, 2025 Online racist and misogynistic abuse of Lionesses defender Jess Carter during the Women’s Euros echoes that faced by Bukayo Saka, Marcus Rashford and Jadon Sancho after the men’s Euro 2020 final. The Online Safety Act 2023 aimed to make the UK the world leader in this area, so why are we still asking how to [...]
Sport England boss Boardman asks Ofcom to act on Lionesses abuse July 22, 2025 Sport England chair Chris Boardman has written to regulator Ofcom to raise concerns about online abuse of the Lionesses during the Women’s Euros. It comes after England defender Jess Carter on Sunday revealed she would step back from social media following online racist abuse she received throughout the tournament. Boardman has written to Ofcom chief [...]
Wimbledon, Euros and Test cricket set to boost pubs and supermarkets July 12, 2025 Pubs and supermarkets are bracing for a bumper weekend thanks to the heatwave and a deluge of live sport on TV including Wimbledon finals, Test cricket and the Lionesses. A British and Irish Lions tour match, England and Wales rugby internationals, other Women’s Euros fixtures, Tour de France cycling and a trilogy fight between Katie [...]
Women’s Euro 2025 ads: Why ITV scores but BBC, Visa and Sports Direct miss July 5, 2025 It feels like there’s an unnecessary crux in women’s football as the Lionesses begin their title defence at the Euros. After the success of the last edition, the domestic game has gone gangbusters, with Arsenal selling out the Emirates for regular league games, an independent body being set up to run the WSL, and many [...]
Women’s Euro 2025: WSL and Barcelona lead way for player provision July 4, 2025 The Women’s Super League’s status as the leading domestic competition has been underlined by a squad analysis of all players at the current Women’s Euro 2025. While some European clubs are arguably bigger in terms of historical success and star power, as a whole the English top flight has by far the biggest array of [...]
Women’s sport needs to convert online fandom into ticket sales July 3, 2025 With England’s Euros defence getting underway on Saturday, how does women’s sport convert online fandom into ticket sales? Attendances down, TV viewing figures falling, but TikTok and Instagram metrics up. This is the current state of engagement with women’s professional sport in the United Kingdom. Phone surfing can be monetised, but there is an urgent [...]