Last night’s Euro 2025 final had it all: tension, drama, and that electric moment when national hero Chloe Kelly buried the winning penalty. A 3–1 shootout win over Spain, broadcast live on free-to-air TV, and watched by millions. Just like that, a new era for women’s sport is locked in. MAD//Fest's Content Director, Luke Wilcox, writes.

Free-to-Air: Reaching a Mass Audience

From a marketing lens, this is huge. Visibility drives value, and thanks to BBC and ITV coverage, this wasn’t just a football match,  it was a national moment. That matters. It shifts perception, puts women’s sport centre-stage, and opens the door for brands to do something real. As Em Heath, Global Brand Director at Sure, puts it: "The Lionesses’ back-to-back EURO wins are more than historic, they’re a cultural shift that will inspire generations. At Sure, we’ve championed women’s sport for years because visibility drives belief. When girls see women winning on the biggest stage, they see a future that includes them."

Inspiring Girls to Play Sport

This win is inspiring. Girls watching the grit, the glory, the team spirit and never-say-die attitude aren’t just dreaming of becoming athletes, they’re signing up for the next match. Participation spikes, grassroots clubs buzz, and role models are made. Stand up Leah Williamson or Michelle Agyemang. My four-year-old daughter went to sports camp this morning saying she wanted to be Chloe Kelly. That’s the power of this national moment.

The impact, of course, goes beyond Women's Football. Claire Nelson, Managing Director of the Netball Super League believes that "women's sport is on an accelerated growth trajectory. The Lionesses epic Euros win in front of record-breaking audiences marks another significant milestone in our collective journey. Never has there been a better time to engage with women's sport as the talent and performances on the pitch and court is magnified off it by the incredible role models that these athletes are. Women and girls are engaging with female sports stars at a higher rate and a deeper level than ever before, and brands that get this are going to reap the benefits in this exciting new era."

Let the celebrations begin for our fabulous team!

Purpose Meets Business

This a moment to pivot with purpose, to align with this ‘movement’. As Em Heath continues:"But this isn’t just purpose, it’s smart business. The audience is growing fast, the emotional engagement is unmatched, and the returns are real. Campaigns rooted in belief build loyalty, relevance, and long-term value. Brands shouldn’t just show up. They should stand up and invest in the future of the game, and those who are changing it."
Fabiola Wilcox, VP Marketing & Comms at FootballCo, echoes that sentiment:"The Lionesses’ victory wasn’t just a sporting high, it was a cultural milestone. This isn’t about ‘potential’ anymore. Women’s football is here, it’s powerful, and it’s moving fast. Brands need to show up authentically and carry that through, not stop after the trophy is lifted."
So as Fabiola rightly says: women’s sport isn’t emerging, it’s arrived. It’s commercial, it’s cultural, and it’s got a fanbase that’s only growing.
The Lionesses didn’t just win a trophy, they have shifted the narrative. Smart brands won’t just cheer from the sidelines. They'll act, invest, and help shape what comes next.