The pride of the Lionesses: How Euro superstars like Leah Williamson and Alessia Russo have netted millions in sponsorship deals with Adidas, Nike and Gucci – as big brands shun ‘laddish’ male players in favour of ‘wholesome’ women’s squad
- The Lionesses will play their first World Cup match on Saturday against Haiti
When the Lionesses shot to international fame after their incredible 2022 Euros victory, the team’s superstars including Leah Williamson and Alessia Russo suddenly found millions being thrown at them by top brands.
The likes of Adidas, Nike, and Gucci lined up to bid for England’s star players to represent them and as they prepare for the World Cup in Australia that kicks off on Thursday, many of their star players are heading in with a handful of endorsements.
Russo signed deals with Adidas, Beats by dr Dre and the luxury brand Oakley in the last year and is set to become the first Women’s Super League player to earn more than £1 million a year, according to the Athletic.
The centre forward’s average earnings are estimated to be around £88,000 but her advertising earnings are estimated to be anywhere between £300,000 and £500,000 a year.
Meanwhile England women’s captain Leah Williamson, who plays central defence, has reportedly raked in around £4million off the back of her £150,000-a-year contract with arsenal and a host of sponsorship deals. These include Italian fashion house Gucci, sportswear giant Nike and Pepsi.
Alex Russo is expected to become the first Women’s Super League player to earn more than £1million in a year
Right-back Lucy Bronze has also reaped the rewards, pairing up with Cupra cars, Visa, EE and Klarna
Leah Williamson, who plays central defence, has brand deals with Gucci, Nike and Pepsi (pictured wearing Gucci)
Right-back Lucy Bronze has also reaped the rewards, pairing up with Cupra cars, Visa, EE and Klarna.
Brand and Culture Expert Nick Ede said that the team are ‘hot property’ leaving brands scrambling to get one of the footballers on their side.
He told MailOnline: ‘The Lionesses are hot property and have continued to be since Jill Scott and the team became national treasures. With their girl power in full swing and their positive attitude, brands are clamouring to sign the women up for brand deals and ambassador deals too.
‘Leah Williamson can look to earn up to 4 million this year alone with deals and promotions and also lucrative tv signings if she follows Jill Scott and Alex Scott and becomes a bona fide TV Personality.
‘Alex Russo is a breakout star and with her athletic good looks she can command millions this year – she’s already an ambassador for numerous brands including Beats By Dre, Oakley and Adidas and I can see her expanding this into more luxury and beauty territories.’
Mr Ede estimated that the players would be receiving a minimum of £10,000 per sponsored post.
According to Tim Lopez who is director of talent agency CSM Sport and Entertainment, the surge in brands using female football stars as the face of the brands is down to the women’s game being more inclusive.
He told the Times: ‘There will be instances where brands think, “you know what, we never liked football because it was a bit risqué, it’s laddish.
‘The women’s game is safer. It’s more wholesome, it’s less tribal, it’s more inclusive’.
Experts suggest that the football stars take in a £10,000 minimum per sponsored post. Pictured: Lucy Bronze
Williamson, who plays central defence, has reportedly raked in around £4million off the back of her £150,000-a-year contract with arsenal and a host of sponsorship deals
Russo has signed deals with Adidas, Beats by dr Dre and the luxury brand Oakley in the last year. Pictured: Russo sponsored Beats post
‘It offers something that actually in some instances male football can’t match,’ he added.
The advertising expert said that while the average Lioness earners brands deals match those men on the England team, the endorsements for the biggest names in the game are vastly different.
In the wake of their Euros win, it was estimated that the Lionesses would be pocketing millions of pounds in sponsorship deals.
David Olusegun, CEO of Creative Control Ventures, previously said he believed top stars such as Arsenal’s Williamson could net as much as £4million off the back of the win.
Experts also predicted that Barcelona star Bronze could pocket another £2 million in new deals, to add to her lucrative set of agreements with Pepsi, EE and Visa.
Mr Olusegun told MailOnline last year: ‘The players will now have the platform to make significant earnings off the back of the competition as they have so heroically captured the hearts and minds of the nation and put the rising stars of the women’s game firmly in the sponsorship spotlight.
‘We will see an influx from brands to invest into women’s football and partner with specific players as brand ambassadors to front campaigns and get a considerable earnings potential.
‘The success from the Euros will increase the profiles of the players and they have all experienced exponential growth in their social followings, which brands will be very keen to tap into.
This morning the Lionesses announced it would be pausing on the discussions about bonuses during the World Cup
The Lionesses will play their first World Cup match on Saturday against Haiti. Pictured: Training at the Sunshine Coast Stadium in Queensland, Australia
After winning the Euros, each player was given a bonus of £55,000 – a stark difference to the £300,000 paid to the men’s squad for just reaching the final of Euro 2020. Pictured: The England squad training in Queensland, Australia
‘Women’s football has limited traditional media airtime, and they now have ample content to leverage off the buzz from the win which will allow brands to interact with women’s football’s digitally savvy fans.
‘Winning won’t be the only factor which will have a “huge impact” on the sums they are offered.
‘Players will have to keep growing their social followings, as brands will take that into consideration when offering deals.
‘The majority of the players could bank endorsement deals north of £100,000 each, and star players such as Alessia Russo, Beth Mead and Leah Williamson will have their pick of commercial deals and will command much more in the region of £1million upwards from brands.’
The record-breaking interest in last year’s tournament saw millions of viewers around the world tune in to watch the players.
After winning the Euros, each player was given a bonus of £55,000 – a stark difference to the £300,000 paid to the men’s squad for just reaching the final of Euro 2020.
As the team look forward to the World Cup, they have been in a stalemate row with the Football Association.
The FA said it would not be awarded bonuses at the World Cup on top of what they already receive from FIFA for taking part of the tournament.
There has been much back and forth between senior players and officials at the FA with a number becoming frustrated at the issues surrounding the discussions.
This morning the Lionesses announced it would be pausing on the discussions for the meantime.
In a statement the players said: ‘Last year we presented the FA with concerns relating to our bonus and commercial structures. The hope was that discussions would lead to a solution before the commencement of our World Cup.
‘We are disappointed that a resolution has still not been achieved. We view the successful conclusion of these discussions, through player input and a transparent long term plan, as key for the growth of Women’s Football in England.
‘With our opening game on the horizon, we Lionesses have decided to pause discussions, with the full intentions of revisiting them following the tournaments.
‘We collectively feel a strong sense of responsibility to grow the game. And while our focus now switches fully to the tournament ahead, we believe every tackle, pass and goal will contribute to the work we are doing off the pitch.
‘We look forward to playing for our country this World Cup with pride, passion and perseverance.’
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