Women’s football is on the rise – and brands that back it now will reap the rewards later. That was the rallying cry from Tottenham Hotspur captain Bethany England, who spoke passionately to advertisers at an Electric Glue Breakfast Briefing, held this morning in partnership with Newsworks
“The game is growing, and the return will come,” England told a packed room at London’s Groucho Club, urging brands to seize what she called the “rare potential” of women’s football.
“If we can keep promoting the game,” she said, “you will ultimately get a more professional league, more talent, more exciting football, more of an atmosphere at games, and brands will see their brand marketed around the world.”
The Women’s Super League (WSL) star, who just days ago became the first player in league history to score 50 home goals, spoke with honesty and determination. From “long nights working at a Barnsley chippy” to leading one of the biggest clubs in women’s football, her journey is a story of sacrifice, resilience and self-belief.
Interviewed by Kathryn Batte, women’s football reporter at The Telegraph, England shared insights on her work ethic, her breakthrough moments, the electric atmosphere of the Euros, and her hopes for the future of the game.
“We want to be selling out big stadiums,” she said. “We want to make sure there’s investment and security. The biggest thing to remember is that when you invest today, you’re investing in your daughter’s, niece’s or grandkid’s future. One day, they might be playing for the Lionesses.”
Introducing the session, Pippa Glucklich, CEO of Electric Glue, called on brands to be part of the momentum: “We think brands can play a greater strategic role in the sport’s momentum, to harness the magic of the game and the incredible role models who play it.”
And there’s appetite for that change – according to TGI data, 53% of people believe more big brands should sponsor women’s sport.
England’s advice to the room was simple: “Have a passion for what you invest in. Partnerships should benefit both the brand and the club.”
Her message was clear: women’s football isn’t a side story – it’s one of the most exciting commercial opportunities in modern sport.
