Will Lionesses increase interest in women’s football? I asked fans at parade Sport I joined more than 65,000 people lining The Mall yesterday as the Lionesses celebrated their Women’s Euro 2025 triumph with an open-top bus parade. The excitement was palpable from exiting St James’s Park tube station, with fans walking steadfastly towards the Queen Victoria Memorial, where the procession culminated in a ceremony in front of Buckingham [...]
Rare Lionesses ‘Champions’ shirt almost gone as sales rocket 250 per cent Sport Business Special Lionesses replica shirts commemorating their Women’s Euro 2025 victory have almost sold out as fans revel in Sunday’s historic win. The Nike kit, which costs £125 and is emblazoned with “Champions” and the number 25 on the back, only launched after England’s triumph over Spain. It is part of a range of new merchandise [...]
Lionesses to celebrate Women’s Euros triumph with open-top bus parade Sport The Lionesses will celebrate their Women’s Euros triumph with an open-top bus parade through central London on Tuesday. England defeated Spain on penalties in a dramatic final on Sunday in which Chloe Kelly netted the decisive kick after the Lionesses once again came from behind to force extra time. The Lionesses flew home from Switzerland [...]
How 2025 Women’s Euros has already broken record after record July 27, 2025 The 2025 Women’s Euros concludes on Sunday, when the Lionesses will aim to their title against Spain, their nemeses from the last World Cup final. But before a ball has been kicked in Basel, the tournament has already been a record-breaker by just about every key metric. Here, Morning Wire digs into those numbers. Ticket [...]
Fans and athletes both lose in sport’s endless entertainment loop July 24, 2025 New tournaments, expanding global championships, tours of dubious sporting merit and very little rest – isn’t it time we gave our athletes a break, asks Ed Warner? If only the world wasn’t spherical, maybe then we wouldn’t have lost the sporting seasons. As it is, summer bleeds from northern hemisphere to southern, which sends winter [...]
Lionesses and late licences set to deliver £135m boost to UK economy July 22, 2025 Pubs will be allowed to stay open until 1am tonight for the Lionesses’ Women’s Euros semi-final with Italy as the UK economy gets set for a boost of more than £135m. The Home Office announced plans in May to extend licensing hours if England reached the last four of the tournament and they were approved [...]
Women’s sport needs to convert online fandom into ticket sales July 3, 2025 With England’s Euros defence getting underway on Saturday, how does women’s sport convert online fandom into ticket sales? Attendances down, TV viewing figures falling, but TikTok and Instagram metrics up. This is the current state of engagement with women’s professional sport in the United Kingdom. Phone surfing can be monetised, but there is an urgent [...]
Women’s football: Why brand is key to building on Lionesses’ success June 27, 2025 With the Women’s Euros approaching the spotlight is bright on the Lionesses, and domestic clubs will be looking to capitalise on the momentum of the tournament by converting national fans into home team supporters. This is where brand comes in. Crucial for building greater connections, a sense of belonging and loyalty, and for attracting the [...]
England set for share of £1.7m bonus pot if they win Euros May 28, 2025 England’s Lionesses will share a bonus pot of £1.7m if they defend their title at the European Championships this summer. Sarina Wiegman’s team will head to Switzerland as defending champions having won their first major title at Wembley in the last edition of the Euros. And the players are in for a hefty increase on [...]
Mayor Khan: London will be capital for women’s sport in 2025 December 23, 2024 London will be the “undisputed global capital for women’s sport” next year, the city’s Mayor Sadiq Khan has said. The Women’s Rugby World Cup final at Twickenham on September 27 will round off an exciting series of events in the city. England go into that tournament hoping to topple world champions New Zealand, and will [...]