England’s Lionesses are set to earn millions of pounds following their success at the Women’s Euros 2022, according to branding experts.
Firms in health, beauty, well-being and sport will be ‘vying for an opportunity to tap into the team’s accomplishments’ – even if they fail to win Sunday’s final clash against Germany at Wembley.
Thanks to the record-breaking interest in this year’s tournament – with 11 million viewers turning in to watch Tuesday’s semi-final victory – brands are said to be more eager than ever to work alongside the players.
Leading members of the squad – such as captain Leah Williamson – are each expected to secure sponsorship contracts worth up to £5million a year, claimed Chris Southgate, Managing Director at creative agency CHS.
Meanwhile, ‘lesser known Lionesses are able to secure six-figure social partnerships almost immediately,’ said the marketing expert.
England’s Lionesses are set to earn millions of pounds following their success at the Women’s Euros 2022, according to branding experts. Pictured, Alessia Russo, who has already secured a sponsorship deal with Adidas
England captain Leah Williamson (pictured) has recently agreed a deal with Italian fashion house Gucci, alongside previous deals with Pepsi and Nike
Chris said: ‘The Lionesses may still be celebrating their triumph from Tuesday, but their successes off the pitch are just about to start.
‘Last week, search volumes for many of the team reached new heights, with more than twice as many searches for Beth Mead than Harry Kane – and with so many consumers searching for the team, we can be sure to see big brand deals on the horizon.
‘Sports and fitness brands are a certainty – but we can expect to see brands further afield looking for their share of the Lionesses’ roar. Health and Wellbeing, Beauty, and Eco categories will no doubt be vying for opportunities with the team.
‘But perhaps most importantly, while this will be an incredibly exciting time for them personally, it could represent a shift in sponsorship opportunities for all women in sport, giving our female sporting heroes the recognition they deserve.’
Branding expert David Olusegun said that regardless of the final result, the team will find success off the pitch thanks to sponsorship deals.
Lucy Bronze (pictured) makes an estimated £200,000 a year from club football and has deals with brands such as Pepsi, EE and Visa, reported the BBC
He said: ‘The future is very bright for Women’s Football and I see a rise in brands working with the Woman England national team and the individual players.
‘The Women’s Euro 2022 regardless of the result will be looked back on as a catalyst for the next stage of England’s Women’s Football’s exponential growth.
‘Brands, broadcasters and sponsors will look at this and see a huge opportunity to really embrace and embolden women’s football.
‘The success on the pitch will increase the popularity of the players in the public eye and they have all experienced exponential growth in their social followings, which brands will be very keen to tap into and build real authentic stories with these players, and pay a much higher premium than they would have before the Euros.
‘You will now see more clubs incorporating the Lionesses in their kit launches and other activities in a way that has not happened before, finally providing the profile for female football role models that the game has warranted for a long time.
England’s Leah Williamson looks out during the Women Euro 2022 semi final between England and Sweden at Bramall Lane Stadium in Sheffield
‘Women are big consumers… there is a real value in targeting women through sport that will not only bring revenue but also increase their brand sentiment,’ he added.
David also revealed: ‘The top players from the England team can expect to command anything from £150,000 on the low end to £1million plus for brand endorsement deals.’
Lucy Bronze makes an estimated £200,000 a year from club football and has deals with brands such as Pepsi, EE and Visa, reported the BBC.
Meanwhile, England captain Leah Williamson has recently agreed a deal with Italian fashion house Gucci, alongside previous deals with Pepsi and Nike.
US defender Brandi Chastain received an estimated $2million Nike sponsorship deal after scoring the winning penalty in the 1999 World Cup.
‘Viewership normally determines the magnitude of sponsorship and endorsement deals, so this tournament will be a catalyst for a business revolution in the women’s game,’ marketing expert Andrew Bloch told the publication when commenting on the record audience numbers.
The England squad will reportedly receive a £55,000 bonus per player if they win the tournament.
However, the £1.3million bonus to the team would be much lower than the handout of £5million that England’s men was reportedly going to be given if they had won last summer’s Euros.
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