The Guardian: Lionesses now worth millions in sponsorship

England’s women’s team set to cash in, but sports leaders say funding must also reach grassroots level to grow the game

The Lionesses are poised to increase their sponsorship value tenfold after their win on Sunday, PR experts have predicted, with individual players likely to secure lucrative brand deals and endorsements worth millions of pounds.

But there were calls on Monday to ensure that the inevitable spike in interest, and funding, also cascades down to grassroots level, including making sure that women’s teams don’t continue to be lumped with unsociable pitch hours or remote places with poor access to public transport.

A record-breaking 17 million viewers watched England’s 2-1 victory over Germany, making it the most-watched women’s football game in UK television history and the most-watched TV event of the year. Another 87,192 fans saw them live at Wembley stadium.

David Alexander, founder and managing director of the sports PR agency Calacus, said many brands have been slow to support on the whole and will be eager to catch up.

“English women’s football has been on a positive trajectory for the past few years, particularly with new sponsorship and broadcasting deals investing significantly in the game,” he said. “Hopefully that will have an impact on endorsements and player contracts that see professional players getting closer to the incomes the men have enjoyed for decades.”

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