England’s Euro 2025 triumph shows why investing in girls’ football is a smart business move

 England’s Lionesses have once again demonstrated their elite credentials at UEFA Women’s Euro 2025. After a shaky start with a 2–1 defeat to France, the team bounced back with a dominant 4–0 win over the Netherlands - and now, a resounding 6–1 triumph over Wales has sealed their place in the quarter-finals. The performance not only reaffirms England’s status as one of Europe’s top contenders but also highlights the growing momentum behind women’s football, both on and off the pitch. 

Yet, while the elite game flourishes, the grassroots infrastructure that underpins it remains under-resourced and at risk. For stakeholders across sport, media, and business, this presents both a challenge and a strategic opportunity: to ensure that the success at the top level translates into sustainable growth and access at the community level. 

Commercial growth: values-driven partnerships  

The women’s football economy is experiencing rapid expansion. According to new research from the Women’s Sport Trust announced last week (WST, July 2025), 80% of brand decision-makers are likely to invest in women’s sport sponsorship over the next three years, with 55% specifically targeting women’s football. Sponsorships are delivering strong returns: 86% of brands report that their investments have met or exceeded expectations. 
 
This growth is underpinned by a highly engaged and diverse fanbase, record-breaking attendance, and increasing media visibility. Clubs such as Arsenal Women and FC Barcelona Femení are now generating over €17.9 million annually, and global revenue from women’s football has surpassed $555 million. 
 
Strategically, brands are shifting toward values-driven partnerships. Challenger brands like Joie and Il Makiage are outperforming legacy sponsors by focusing on emotional connection, community integration, and social impact - an approach that resonates strongly with younger audiences and female consumers. 

Grassroots girls’ football: a fragile foundation 

Despite the commercial boom at the top, grassroots girls’ football in the UK faces significant structural and financial barriers which threaten the long-term sustainability of the sport and the inclusiveness of its talent pipeline. 

Key barriers include… 

• Funding shortfalls, since most grassroots clubs operate on minimal budgets, relying on membership fees and small grants. Rising costs for pitch hire, insurance, and equipment are forcing some clubs to raise fees, pricing out lower-income families. Former England international Fara Williams has warned that football risks becoming a “middle-class sport” without targeted intervention. 

• Inadequate facilities, with many clubs lacking access to quality pitches and safe changing areas. Poor weather often renders grass pitches unusable, and facilities are rarely designed with girls in mind. 

• Volunteer and coaching gaps, as grassroots football depends heavily on volunteers, many of whom are overstretched. There is also a shortage of qualified female coaches and referees, limiting both the quality of training and the visibility of role models. 

• Limited school access, with only 43% of girls aged 11–16 having access to football in school, compared to 66% of boys. This disparity in early exposure reinforces gender inequality and limits talent development. 

• Administrative capacity, since many clubs struggle with financial literacy, grant applications, and long-term planning. While initiatives like Xero’s partnership with the FA aim to improve club management, uptake remains limited. 

Strategic implications 

The Lionesses’ Euro 2025 campaign is a case study in what’s possible when talent is supported by investment and infrastructure. But to ensure the sport’s future is inclusive, sustainable, and commercially viable, stakeholders must look beyond the elite level. 
 
For brands, investors, and policymakers, the grassroots game represents a high-impact opportunity to drive social value, build long-term brand equity, and future-proof the women’s football ecosystem. The £30 million Lionesses Futures Fund is a welcome step, but it must be the beginning, not the end, of a broader strategic commitment.