Ella Toone Launches Amicizia Creative Agency To Assist Women's Players

Forbes

a day ago

Ella Toone and James Marshall, co-founders of the Amicizia Creative Agency
Manchester United's record goalscorer Ella Toone has launched her latest off-field venture, fronting a new creative agency aimed at helping women promote their own brand.
Together with co-founder James Marshall, the England star hopes to elevate fellow female professionals to maximise their earning potential. With over 50% of Women's Super League players currently without sponsorship, Amicizia is determined to shift the landscape.
As Toone prepares to help the Lionesses defend their European title in Switzerland next month, Amicizia Studios will act as a creative hub producing Toone's own content. It will also serve as a platform to connect female footballers with brand partnerships, marketing campaigns, and production opportunities.
In their bold vision statement, Amicizia say that "we're not just here to get players a few deals, we're here to build them into household names, showing off their personalities, getting them the recognition and the proper fees, they deserve."
The only England player in history to score for her country in a major tournament quarter final, semi-final and final, Toone has repeatedly proven herself to be a woman who delivers on the biggest occasions. Her infectious personality and humor have also endeared her to a wider audience outside the game.
SYDNEY, AUSTRALIA - AUGUST 16: Ella Toone of England celebrates after scoring her team's first goal ... More during the FIFA Women's World Cup Australia & New Zealand 2023 Semi Final match between Australia and England at Stadium Australia on August 16, 2023 in Sydney, Australia. (Photo by)
The hope is that Amacizia, meaning 'friendship' in Italian will be a creative agency that brings that unique blend of passion, hustle, and authenticity to everything they do. The cornicello, meaning horn in Italian, is the agency's logo. The chili-shaped amulet is traditionally believed to bring good luck and offer protection from negative energies.
Those using Amacizia's services should only look at Toone to realise how she, together with Marshall, has created numerous off-field opportunities for herself. In 2023, she trademarked her own name, launching the ET7 brand which included her own academy for young girls. Together with close friend, Alessia Russo, Toone is also one half of a hugely successful podcast series - The Tooney and Russo Show - which has now been broadcast on BBC Television.
Toone revealed 'I've always loved being creative and making people laugh. James and I have worked with amazing brands over the years, and we now want to help more brands break into women's football connecting them with top talent and building meaningful campaigns'.
According to Deloitte, women's sports fans are twice as likely to purchase products endorsed by female athletes compared to other influencers. Toone added that 'off the pitch, I think it's important to have things you enjoy. For me, content and production are fun, and I want to learn more and do more in that space.'
Toone's manager, Marshall will lead the agency, utilising connections garnered from 15 years of experience in PR, marketing and communications across the sports industry. Toone said 'he's alright you know, he believed in me from the start, so he's sound, can't shut him up though, knows and chats to everyone. I still don't know what he does, but he does everything for me.'
Marshall jokes 'she's not a bad kid, I took a chance on her and to be honest she's delivered, sometimes makes me laugh and she gets it. I keep missing her goals though especially at Wembley so probably need to work on that.'
LONDON, ENGLAND - JULY 31: Ella Toone of England poses for a photograph with their family and fans ... More after the final whistle of the UEFA Women's Euro 2022 final match between England and Germany at Wembley Stadium on July 31, 2022 in London, England. (Photo by Lynne Cameron - The FA/The FA via Getty Images)
'Ella's personality goes beyond football; she's a natural storyteller. Through Amicizia, we want to give brands, athletes, and organisations the tools and expertise to create outstanding campaigns and content in the women's game. The women's football space is evolving fast, and brands are more engaged than ever. We're excited to help tell these stories and drive impactful collaborations.'
Amicizia Studios will offer a range of creative services, including content development (podcasts, documentaries, YouTube series), creative consultancy, public relations, and marketing with a focus on connecting brands with the right talent and audiences.
Toone is believed to be the first British women's soccer player to have her own creative agency. The agency's debut projects will focus on collaborations in the sport, fashion, and lifestyle sectors.