Riding the Wave: How Your Brand Can Join the Lionesses’ Glory

After England Women’s heroic win over Italy, sending them through to the final of the Euros, the country erupted in celebration. From packed fan zones to living room roars, the energy is unmistakable. For brands, riding the wave of success is an opportunity to lean in — not just as spectators, but as supporters, storytellers, and creators of shared joy. This moment is how your brand can join the Lionesses’ glory.

So how can your brand ride the momentum authentically? By meeting fans where they are, and creating moments worth remembering (and sharing).

Set Up a Fan Zone – and Make It Count

Look to PA Media’s Red Roses Fan Hub, where a local pub in Twickenham became a hotspot for fans to engage, meet players and leave their mark – quite literally – on a mural wall. It was relaxed, real and wildly shareable as shown HERE

You can do the same:

• Pop-up branded fan lounges during match screenings.

• Interactive walls for fans to write messages to the team.

• Branded photo booths and street-style video crews capturing reactions as they happen.

These moments make great social content, but more than that, they connect your brand with a national mood – one of pride, unity and celebration.

Create Candid, Shareable Content

As PA’s Capturing the Fan Experience case study shows, fans don’t want overly polished content. They want to see people like them – cheering, hugging, celebrating. Short video clips, street interviews, or TikToks showing match-day highs build emotional traction and keep your brand top-of-mind.

Why not launch a series like “Our Night with the Lionesses”, showcasing the best fan reactions each matchday? Encourage submissions and reward the best ones with branded merch or event invites.

Interactive Campaigns to Power Participation

Borrow a page from the DAZN–Visa “Pep Talks” playbook by introducing your own social mini-campaigns:

• Fan predictions or live polls (“Who’ll bag the next goal?”).

• Player of the Match votes hosted on your platform.

• “Send Your Message to the Lionesses” – with selected notes shared in fan zones or on screens.

It’s a chance to turn passive viewers into proud participants – with your brand as the enabler.

Back the Bigger Picture

England’s Made for This Game initiative is about more than football – it’s about progress. Since the Lionesses’ rise, there’s been a 56% increase in girls playing, and over 100% more female referees and coaches.

Your campaign should reflect this. Highlight stories of young girls inspired to take up the game. Partner with local training sessions. Or simply show support for the community that’s helping shape the future of women’s sport.

This isn’t just a football tournament – it’s a cultural moment. By tapping into the fan experience with smart activations, authentic content, and community-led campaigns, your brand becomes more than a bystander. It becomes part of the memory.

England could lift the trophy once more on Sunday in Basel, and your brand can go with them.

At PA Media Assignments, we support brands through expert photo assignments, dynamic video productions, and creative storytelling that helps businesses future-proof their brand.