• February 1, 2023

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England’s Lionesses are winners no matter the result of the England v Germany match today as they fly the flag for womens & girls sport.

The Euro 2022 football contest has attracted record viewing figures to the women’s tournaments which has seen stadiums full of supporters, there has also been a welcome boost to retail sales.

The England’s teams store, official kit supplier Nike
NKE
and ASOS have reportedly run out of most sizes of the women’s England shirt. There has also been a flurry of EBay resellers trying to take advantage of the boost in interest.

Asos head of sportswear Timothy Williams told City Am. “We have seen extraordinary demand for and sales of the England Women’s Euro 22 home jersey due to the Lionesses’ fantastic performances. We wish the squad all the best for the final on Sunday.”

A survey from price comparison site Footy.Com has revealed that as the profiles of the England squad players rise it is Lucy Bronze that tops the list as the player most fans want to have emblazoned on the back of their shirts.

The growth in interest in the womens team is apparent as 84% of fans said they are more likely to buy a women’s football jersey now than compared to the FIFA 2019 Women’s World Cup. Just over two-thirds (67%) of potential buyers who are parents or guardians have stated their children have requested apparel of their favourite players and teams, as they want to emulate their heroes.

England women’s football captain, Leah Williamson has spoke of the impact the team are making for equality.

“What we’ve seen already is that this hasn’t just been a change for women’s football, but society in general and how we’re looked upon,” she said.

“There will be a moment of reflection. It’s my job to go out and win but I hope this is the start; this is a marker for the future.”

Earlier this year the football star signed a deal with the Italian fashion house, Gucci and experts predict a plethora of potential brand deals ahead for the teams players who have become a target as they have grown as household names over recent weeks.

With millions of people tuning in for the Lionesses final tonight, the surge in interest in womens football with many football fans admitting this is the first time they have watched womens matches.

As the sell-out crowd gather at Wembley stadium, grocery retailer Iceland is shutting all of its stores earlier than usual for staff to be able to watch the match. Online deliveries will also cease at 5pm to give staff the chance to watch the UEFA
EFA
Women’s final.

The match is likely to attract one of the biggest TV audiences of the year with the semi-final victory on Tuesday watched by an average of 7.9 million people, according to PA News and overnight rating figures.

The road to success has also been helped by the support and guidance of thousands of grass-roots organisations all over the UK which will no-doubt be celebrating the justified attention on women in sport as well as the brilliant play from the dedicated teams.

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