The Lionesses haven’t just rewritten the rules of football, they’ve revolutionised the very meaning of what a sports brand can be. Through an unstoppable blend of talent, authenticity, and community-driven spirit, England's Women's Football Team has crafted a cultural movement, redefining what it means to be champions on and off the pitch and that has only been solidified by the Lionesses recent Euros victory.
I caught up with creative industry leaders Kirsty Hathaway (JOAN London), Vicky Bullen (Coley Porter Bell), Charlotte Distefano (Elmwood), and Ria Davies (Fuse) to gather their insights into how the Lionesses have become symbols of empowerment, inclusion, and creative inspiration, transforming themselves from mere players into global icons.
Kirsty Hathaway, Executive Creative Director at JOAN London
The Lionesses don’t just win football games, they’ve redefined what a football brand can be by embodying a movement.
Young girls saw themselves in the players. Brands saw leaders, not just athletes. The Lionesses have become symbols of possibility, of equity, and of power—on and off the pitch. Yes they're celebrities but crucially they're real people. Talented but relatable.
Women’s football is famously known to receive less funding than traditional powerhouses of men’s football, so they’ve been smart, rigorous and relentless about building their powerful brand. Their huge community-driven focus, commitment to purpose and the talented, authentic and united spirit of the Lionesses, they challenged the status quo, and won.
This isn’t just football. This is a cultural shift. The Lionesses aren’t following in the footsteps of the biggest football brands. They’re forging a new path, with the world watching—and following.
Vicky Bullen, CEO, Coley Porter Bell
With The Lionesses, it’s a case of team identity equals brand identity. Through the long-term vision for the women’s game set out by the FA, the leadership of Sarina Wiegman and the relatable but equally talented players, the Lionesses more than live up to their nickname.
Think about what the name ‘Lionesses’ evokes; pride, ferocity, power, but also values of protection and togetherness. A strong name is crucial to brand identity; however, the brand's culture must match it to give it full effect. ‘The Lionesesses’ would be a much harder sell had they not had the winning mentality and distinct personality on the pitch.
The transformation into The Lionesses goes further than just a nickname. Since 2019, the Lionesses have worn their own kits, giving them a distinct on-pitch identity. An important development, as it clearly and visibly shows that they’re their own team and not just an add-on. It’s also hugely important commercially and in establishing a fan base. As supporters can buy and wear Lionesses merchandise, symbolising their support of that team rather than ‘England’ more generally. It reinforces the idea that this is a team worth investing in, watching, and being a part of. And not simply a subsidiary of the more established men's side.
Charlotte Distefano, Creative Director, Elmwood
The emergence of "The Lionesses" as a global brand represents more than football success – it's a cultural revolution. Where the men's team carries the weight of history and expectation, The Lionesses have crafted something refreshingly different: a brand built on accessibility, authenticity, and meaningful inclusion.
What's most striking is how this openness has sparked unprecedented creativity. From stadiums to social media, fans have been unleashing their creativity through match-day banners, digital art and customised jerseys that feel genuinely grassroots. The Lionesses brand doesn't just tolerate this creative expression, it thrives on it, with fans becoming co-creators of the identity itself.
Unlike traditional football tribalism – the Reds, Blues, Toffees, and Gunners – The Lionesses have created a new kind of tribe. One that extends beyond the stands into communities, schools, and creative spaces. The FA's strategic investment in breaking down barriers through their women's and girls programme has been transformative, cultivating not just players but a community that sees itself reflected in their team.
This isn't just about football; it's about representation, inclusion, and reimagining what sporting excellence can look like when built on community rather than commodity.
Should it have taken the team's success to warrant the Lionesses name being coined? Perhaps not, but progress is incremental. As they chase silverware this weekend, one thing is certain: the roar of The Lionesses brand will only continue to grow louder on the global stage.
Ria Davies, Group Account Director, Fuse
The England Women’s football team didn’t become ‘The Lionesses’ overnight. It’s been a powerful combination of talent, authenticity, and purpose that’s made the players the household names and ambassadors that we know and love today.
The heartbeat of ‘The Lionesses’ brand is perhaps, unsurprisingly, the players. Through their strength, skill and leadership, both on and off the pitch, they have been able to open doors for female footballers, and have drawn in a new wave of fans. Having a squad built from players that lean into their responsibility to be role models for the game has given the FA a solid platform to build on, their success on the pitch hasn't hurt either - back to back European Champions, few can say the same! We’re seeing the results in real time. Brands are going beyond leveraging the iconic three lions badge, celebrating players and leaning in to build on the sport together.
Take Google Pixel. Alongside their women's football anthem summer ad campaign, the brand has teamed up with Vogue to launch its first-ever Sports Desk. Delivering a dedicated digital hub that’s spotlighting the players’ stories and the team’s wider cultural impact.
The Lionesses brand now has life outside of football. Even those who have not been following the Euros will be seeing the players celebrated somewhere, whether that be on screens, in fashion, or in the conversations happening around women’s sport. They’re more than just a name on a pitch, they’re icons spurring forward a cultural moment.
