by It is hard to believe that it was three years ago since the England finally brought Lionesses home. Since this moment in 2022, the profile of women’s sports has undeniably increased, and players like Jill Scott (Queen of the Jungle), Mary Earps (sports personality of the year) and Alessia Russo (recipient of a Harper’s Bazaar -Women of the Year) will all take part in a household name. In June, Nielsen predicted that the fan base of women’s football would reach the top 5 global sports, while a record of 11.7 million people observed the defeat of England by the United States in the 2023 World Cup final -50 percent of the available public in the country. To say that the lioness made the game popular if it would be an understatement.
With the 2025 women -Euro, it may not be surprising to see that fashion brands finally take women’s football seriously. The English squad is equipped by High Street Stalwart, Marks & Spencer. Scandi Brand Rotate is the official formal partner of the Danish team, while designer J. Linfeberg is equivalent to the Swedish team. And maybe the most remarkable for the mode of the mode, Aligne, the ultimate British British brand Cool-Girl, has just announced that it is the style partner of the Wales Women’s Football Team, with his Summer Utility topPresent Rae relaxed shovel neck blazer And Amelia Split tailor -made pants all are worn by the squad.
Aligne Summer Utility Top
$ 99.00 at aligne.co
Aligne Rae relaxed Schaufel-Neck-Blazer
$ 175.00 at aligne.co
Aligne Amelia Split tailor -made pants
$ 129.00 at aligne.co
“Female athletes are the players of our generation,” explains Ginny Seymour, CEO of Aligne. “What they do on and out of the field. If I think about how I want to be defined – strong, confident, determined – they are all the adjectives that I want to combine with female athletes. Aligne is a brand that is based on an ethos of self -confident attacking and to show self -confidence. The feeling that the feeling is confident gives me goosebumps.”
Other athletes – perhaps especially tennis players – have long been connected to fashion brands. So it is nice to see that female footballers finally get the recognition they deserve. “Modem brands finally recognize what was there all the time: these women are not only elite athletes, they are also up -and -coming, stylish and deeply in harmony with the values of the modern audience,” says Nina Beeston, director of partnerships and PR at Wassman, a sports and media leveling agency. “Increasing rights fees prove that the market is willing to pay for women’s football. For fashion brands, it is a signal to step in. For a long time, women’s football was missing visibility and commercial support that brands are usually looking for. I know, force burns perceived value.”
It is a child’s play for fashion brands. According to David Sergeant at Loughborough University, fans of women’s sports are 45 percent more frequent than in men from a sponsor brand, while female fans buy 2.8 percent more often by an athlete -recommended product. “Players and fans are fashionable than their male colleagues Beckhams Sarong aside,” says Ross Watson, Managing Partner at MC Saatchi. “If she is not the face of Gucci or Fronting Wonderland and GQ Magazine covers, Leah Williamson announced her relationship with Elle Smith through a viral fashion tie -wing trend.
For fashion and football journalist Felicia Pennant, founder of the Season Magazine, Align’s Partnership feels the most authentic with the Wales squad. “The [projects they have worked on] were incredibly supported by athletes in sports, “she explains.” You worked with Lucy Bronze [her first collection will debut at London Fashion Week in September]And rugby players like Tatyana Heard and Zoe Harrison and Gotham FC are a great example of a brand that makes this year and not just jumping on the euro hype. Will it be quiet again after the end of July, when the tournament is over? It will be interesting to see whether one of these brand partnerships will be all year round. “
As Beeston explains, the game of women with the men has to “catch up” and there must be consistent investments in media rights, marketing and visibility. “When women’s games for Prime Time slots and the same level of production and the same advertising as men’s games are obtained, the commercial possibilities will of course follow,” she says. “We have already made great progress in the past five years. The latest domestic law contract from WSL is a big step forward, and the NWSL has signed a deal of $ 60 million a year worldwide, which covers several broadcasters.
“Women’s sports are currently hot, it is the mainstream,” adds Pennant. “I just hope that these things are as authentic as possible and are innovative and drive things forward. It is also important that football is as inclusive and intersectional as possible for women. It is still a long way to feel women with color or people with disabilities, for example.” And while fashion brands have started to pay attention to women’s football, it is still a long way. While fine jewelry brands and historical fashion houses use tennis players and Olympic athletes in their campaigns, there are no footballers who have achieved this. So what does the future keep?
“I see that football from women is a central part of fashion and cultural landscape,” says Beeston. “We will see more players in front rows, in branded campaigns and work together in collections only as an ambassador, but as a fellow articher. With the continuing growth of streaming and global media rights and Netflix, the future women’s world championships organize the reach. Part of this cultural change.
You could also like
