Following the Lionesses' Euros win and the return of the WSL, Women’s football is a hotter prospect than ever. This summer’s transfer window was the biggest in history, with the first-ever £1m player after Canadian striker Olivia Smith moved from Liverpool to Arsenal. Barclays invested a further £13m a year to support the league and investors are pouring in, often backing clubs that now operate independently from their men’s counterparts - a separation many see as an advantage.

That should excite brands. It signals a market that is open, malleable, and waiting to be shaped. This is the moment to go beyond convention and create new playbooks.

And the field is wide open. Here are a few ways brands can do that

Help cubs become Lionesses 

Brands could do a really effective job of identifying and supporting younger prospects - the potential next Earps, James or Ageymang. The under-17s and under-19s are full of extraordinary talent. Imagine the cultural resonance of a brand backing a player before the world knows her name, and growing with her through her journey. That’s not sponsorship, it’s storytelling with roots.

Use Lionesses for longevity 

If you do use a lioness, make it part of a wider campaign that looks to effect change in the long run. It’s easy to use a famous footballer and show them cracking a ball into the top corner of a CGI goal, or just featuring their face next to a logo, but this doesn’t truly resonate with fans. Breaking these conventions by showing them demonstrating their footballing savvy, offering advice, and putting them in real-world situations makes a huge difference - keep an eye out for some forthcoming work from Dark Horses for Starling as to what this can look like. 

Tell international stories

The WSL is becoming a magnet for global talent. Japanese players, especially, along with stars from across Europe, Africa and the US, are adding new dimensions to the league. Telling their stories not only broadens appeal at home but also opens up cross-market opportunities for brands. Supporting these athletes could help unlock new fan bases across continents.

Reimagine matchday experiences

With Everton women now playing at Goodison Park, a storied ground has become an opportunity for reinvention. Brands have a chance to turn stadiums into immersive gameday experiences that attract new audiences while respecting the traditions of the sport. Done well, these activations can transform casual fans into loyal ones.

Lean into the nuances of the game

According to research by HUDL analysing the top women’s football leagues, the WSL has one of the highest average goals-per-game rates, among the top women’s leagues, rising from about 3.05 to 3.33 goals/game last season.  Those kinds of insights provide a goldmine for creative storytelling. Instead of generalised campaigns about empowerment or equality, brands can dig into the unique character of the league and its players, creating richer and more compelling narratives.

Balance fun with substance

The growth of women’s football has often been described as a movement, and it is - but it’s also entertainment. Fans want to have fun, to experience something unique and memorable, but they also expect substance. Brands that can strike that balance will create the most enduring connections.

With ingenuity, bravery and creativity, brands have the opportunity to help shape the women’s game in ways that build deeper connections, tell richer stories, and ultimately contribute to sustainable growth. The game is growing. But the strategy must grow with it.