Over the weekend, the country watched with bated breath as Chloe Kelly took the winning penalty and the Lionesses brought it home once again, winning the Euros title.

The Lionesses have once again taken the country by storm; never have fans of the women’s game been more engaged, more on the edge of their seats, and more aware of brands trying to shoehorn their way into the moment of the summer. With more eyes on the game, brands must be genuine supporters, for if not, fans will certainly award them a red.

It is easy for brands to copy and paste their tried and tested techniques from the men’s game, but the women’s game is fundamentally different; there is a different energy, and there is a refreshing form of fandom. If brands want to succeed and perform as genuine players in the women’s football space, they need to embrace and celebrate the differences of the game. 

In today’s social age, fans show support by making and creating, celebrating not just in fan zones but in friend zones. So to embed a brand into a community, brands must truly invest in audience research; understand what the fans are talking about, how they talk about it, and why it’s important to them. And from there? Show up like one of them.

Through tireless cultural insights research and a team dedicated to its sporting communities, Lucozade truly understands the passion and rituals of women’s football fandom. This summer, Lucozade’s ‘same game, different energy’ campaign centres around the brand fueling and celebrating the unique fan energy of the women’s game. The social-first series explores women’s football through the eyes of the fans, spotlighting the women’s game as a force to be reckoned with. 

Going back to your (grass)roots

Women’s football communities are not exclusive to just the big teams. Grassroots football teams are just as important in the women’s space as they are in the men’s. The unique bonding experience of teaming up with like-minded and genuine players creates an unbeatable atmosphere and shared love of the sport. These players, and their supporters, understand what true passion for the game means. 

Lucozade tapped into these communities by spotlighting teams like Camden Town FC and Victoria Park Vixens and creating wholesome content that explored their shared love for the sport, personal motivations, and inspirational growth. 

Big names, bigger stories

Undeniably, celebrity brings eyes to any game. However, the women's game offers brands a clear advantage through its deeply human connection. With a close-knit community that craves authenticity, brands can spotlight the unique personalities of players. This more intimate relationship between players and fans makes the women's game feel inherently more personal than the men's, a powerful distinction brands should absolutely harness.

Lucozade's long-term partnership with the Lionesses simultaneously brings attention to the brand while giving fans glimpses into the real, unfiltered personalities of their favourite players. 

Showing up off the pitch 

Lifestyle and culture content lands well with women’s football fans - celebrating creativity is often as important as football-focused content. Lucozade tapped into the crossover between fashion and football by utilising creatives that bring a new dimension to fan culture, enabling Lucozade to show up as a fan themself.

This approach of personality before product is a tried and tested format with Lucozade, and enables them to continue to demonstrate their place in football and lifestyle culture on social. 

Now that the Lionesses have brought football home again, brands need to consider how they can continue to engage with this passionate and heartfelt fanbase. They can be invited into the women’s football community, but only if they understand how they can make it a richer experience. In truly understanding the fan and community culture, they can connect more meaningfully and authentically with audiences and avoid scrambling from the sidelines.