When the Lionesses won the Euros in 2022, Alex Scott boldly declared to marketers that when it comes to women’s sport, if you are not already involved, you have ‘missed the boat’. After the Lionesses' historic second Euros win this year, Scott’s words continue to echo as we see the real-world impact of the team and their success.

There has been a significant uptick in viewership and participation. The women's Euros final was the most-watched television moment of 2025 across all TV broadcasters, drawing in 12.2 million viewers. The opportunities within women’s football are growing and long-term. Such is reflected in PepsiCo extending its deal with UEFA Women's Football to run until 2030. 

From reactive congratulatory spots from brands to an injection of the Lionesses in long-standing campaigns, here is a round-up of some of the best women’s football campaigns so far. 

White Stuff campaign celebrates the Lionesses who blazed the trail

A White Stuff campaign from Weirdo pays homage to the women who blazed a trail for the Lionesses, honouring the pioneers of women’s football. The spot shares the experiences of the 1972 England team to spotlight just how far the game has come.

Rightmove puts faith in the Lionesses

Rightmove channelled the nation’s pride in a tactical campaign to predict ‘It’s coming home (again).’ The simple message ran on out of home sites across Manchester and London over the weekend of the finale.

When this squad wins, we all win

EE’s reactive campaign went live hours after England’s second consecutive European win. The uplifting out-of-home spot, created by Saatchi & Saatchi, celebrates the togetherness of the squad and the confidence this victory brings young girls both on and off the pitch.

Sure celebrates Euros win with wordplay 

Throughout the Euros, Sure adapted to the real-time twists and turns in quick Euros creative executions. Moments after the win, the brand celebrated with a campaign riffing on its long-standing brand slogan, declaring: ‘You didn’t let us down.’

Truant’s ‘The Missing Shirt’ tackles underrepresentation 

Women’s football has long been underfunded, underrepresented. Between 1921 and 1971, the game was banned altogether. Truant launched ‘The Missing Shirt’ in partnership with ex-Lioness Claire Rafferty, to shine a light on the story of women’s football and give women a shirt of their own.

Why now is the time for brands to rip up the rulebook in women’s sport 

At House 337’s The Miseducation of Women’s Sport event, industry leaders outlined the breadth of opportunity in women’s sport and how marketers can get involved.

Watch: How Ruth Hooper, CMO at the Women’s Super League, is changing the game 

In the wake of the Lionesses' historic win, the WSL’s marketing chief opens up about the new era of women’s football and the opportunities for brands.