It feels like there’s an unnecessary crux in women’s football as the Lionesses begin their title defense at the Euros.

After the success of the last edition, the domestic game has gone gangbusters, with Arsenal selling out the Emirates for regular league games, an independent body being set up to run the WSL, and many of England’s players establishing themselves as household names.

So with everything pointing in the right direction, why do brands continue to court the women’s game like it’s 2019?

For this summer’s Women’s Euros there’s a distinct lack of original thinking and approach as to how to align with a game that’s soon to break into the world’s top five sports.

There’s the habitual association with female empowerment and supporting the next generation, which of course isn’t a bad thing, but it’s just done in a way that doesn’t feel particularly progressive or fresh.

The Good,The Bad,and The Missed Opportunities

[Continue article content here. Expand on ITV’s success and critique BBC,Visa,and Sports Direct. Provide specific examples.]

Conclusion: The Women’s Euro 2025 presents a golden chance for brands to connect with a rapidly growing audience. Those who embrace innovative and authentic messaging will resonate moast effectively.