Rounding up the Lionesses’ brand plays

Following the Lionesses’ epic win at the UEFA Women's Euro 2025, we take a step back to examine the spate of anticipatory brand activity aimed at eager England fans.

With all the hype and hope surrounding the Lionesses' return to defend their title as UEFA champions, brands were understandably keen to get in on the action.

More fizz please

Pepsi MAX hit the final straight running in preparation for Sunday’s action.

Produced by the aptly named Hope & Glory, the drink brand, a partner of the tournament, has launched a celebratory out-of-home campaign to rally support for the Lionesses.

Pepsi MAX transformed its 'Thirsty For More' billboards across the UK to feature more empowering messages like 'Thirsty For The Final Roar', 'Thirsty For Euro Glory', and 'Thirsty To Bring It Home', alongside Lioness superstars and Pepsi MAX ambassadors Lauren James and Leah Williamson.

Steven Hind, CMO Beverages, UK&I at PepsiCo said: “We’re passionate about the growth of women’s football and showcasing the skill and support of the female game. As a proud partner of the UEFA Euro 2025 tournament, it’s fantastic to witness the excitement ripple across the country as we approach the final.

“Our latest campaign underscores Pepsi MAX’s ongoing commitment to supporting women’s football. No matter what the outcome on Sunday, it’s been an exhilarating tournament and we're confident it’s been another huge step forward for women's football.”

The brand recently revealed Lauren James and Leah Williamson as part of the global roster of female football talent, which also includes Alexia Putellas, Caroline Graham Hansen, and Farah Jefry.

Hope & Glory have played it straight for this campaign, opting for on-brand Pepsi MAX colourways, bold, evocative messaging and brooding odes to some of the team’s star players.

Foudys’ The Missing Shirt Campaign

Foudys, a women’s football merchandise brand, collaborated with Creativebrief on The Missing Shirt, a campaign launched ahead of Euro 2025 to highlight the historical lack of tailored kits for women’s football. It features a retro-inspired Lionesses shirt symbolising the “lost” history of the women’s game, which was neglected until tailored kits were introduced in 2019. The campaign ties into the Lionesses’ Euro 2025 journey, celebrating their role in pushing women’s football into the mainstream.

By addressing the cultural gaps in women’s football, such as the lack of iconic retro shirts, this campaign resonates with fans and underscores the Lionesses’ influence in driving visibility.

The Lionesses’ 2025 final appearance, with a global audience expected to surpass the 365 million viewers of 2022, amplifies the campaign’s reach.

More pop-up power

Ida Sports, a women’s football boot brand, also got in on the pop-up action, partnering with Mastercard and Westminster Council’s Meanwhile On scheme to open Style of Our Own, a pop-up shop on London’s Regent Street.

The shop sells gear from over 30 women-led brands for sports like football, rugby, and cricket. Founder Laura Youngson timed the opening to coincide with the Lionesses’ campaign and the women’s rugby World Cup, aiming to capitalise on the “summer of women’s sport.”

The shop celebrated the Lionesses’ semi-final win over Italy on 22 July 2025, with staff and visitors buzzing about the team’s late comeback.

Making history

The Barclays Women’s Super League’s social and streaming coverage of the tournament has been something of a masterclass, dropping creative to match the action as soon as it happens, even down to poster-style odes to the on-pitch happenings.

The channel also celebrated Lucy Bronze and Michelle Agyemang as “history makers” for their contributions during the Lionesses’ quarter-final win against Sweden at Euro 2025.

The campaign highlighted Bronze equalling Jill Scott’s record of 35 major tournament appearances and Agyemang’s dramatic late equaliser.

Buddying up

Budweiser UK, an official partner of the Lionesses, launched the Lionesses HQ in Zürich ahead of England’s quarter-final match against Sweden on 17 July 2025. 

This pop-up fan zone invited supporters to gather, celebrate, and engage with the team’s campaign, offering a branded space to build excitement before key matches.