27-07-2025
England's history-making Lionesses have done it again, retaining their title on foreign soil
While 2022 was very special, this feels even more so. Retaining a title against the very best is hard enough; to do it overseas is unprecedented.
Don't forget, either, this was the Lionesses' third major final in a row, and the fact that we almost expect that of them tells you everything you need to know about how much has changed in the past five years.
Ten years ago, only the most dedicated Lionesses' fans would have been able to name the line-up in Mark Sampson's team. Despite that, a record four million viewers tuned in to watch England being beaten by Sarina Wiegman's Netherlands in the 2017 Euros semi-final on Channel Four.
However, the equivalent match this week, this time against Italy, drew in a huge ten million on ITV, the channel's most-watched programme of the year so far. That's some progress and will be well beaten by the combined audience for yesterday's final.
These days, not only are the current squad household names, but they are sought after by some of the world's most exclusive brands. And those commercial opportunities are not limited to sports giants, but extend to most other sectors, including the big drinks companies and iconic fashion houses.
The likes of Williamson, James, the recently retired Earps and many of the rest now have an established cultural significance that stretches beyond football.
After their 2022 success, they even shaped government policy. The Lionesses have grown different and diverse audiences; they engage more and allow people into their lives, which is what advertisers find so attractive. Their main constituency is women and girls, so a market that is traditionally more difficult to reach than men.
Research carried out recently by the Football Beyond Borders programme reveals how the Lionesses are largely responsible for the growth of the grassroots women's game.
It found that many more young girls are watching this tournament compared to 2022, a much larger proportion of those surveyed are part of a football club, and more than 40% of those asked have an emotional connection to the team, boosted largely by the diverse make-up of the squad, something that was missing in '22.
When they land later with some very special silverware on board. And after six weeks away, the mother of all private parties is planned.
On Tuesday, there will be more celebrations along a fan-packed Mall, replicating the amazing scenes we witnessed four years ago at Trafalgar Square.
