Lionesses Lead the Way: What Scotland Can Learn from England’s Women’s Football Success

In a moment of sporting brilliance, England’s women’s football team, the Lionesses, have once again captured the hearts of the nation and the attention of the world. Their victory in the UEFA Women’s Euro 2025 final, following a tense 1–1 draw and dramatic 3–1 win on penalties against Spain, marks a defining moment not only in English football but in the global growth of the women’s game.

The Rise and Rise of Women’s Football

Women’s football in England has undergone a transformation in the last decade. From low attendances and limited media coverage, it has evolved into a professional and widely celebrated sport. This growth hasn’t been accidental, it’s the result of strategic planning, sustained investment, and a clear vision to raise the profile of the women’s game.

The 2022 European Championship, hosted by England, was a watershed moment. The final at Wembley drew a record crowd of over 87,000 spectators and millions more on television. That momentum carried into the 2023 World Cup, where England reached the final, and it culminated in their triumph in Euro 2025. Crucially, these achievements were supported by a strong domestic league, targeted marketing campaigns, and investment in grassroots development.

For young girls growing up in the UK today, the image of women lifting trophies and signing professional contracts is no longer a fantasy. It’s a very visible, very real path, one paved by the success of the Lionesses.

Football Means Business

Beyond the sporting success, women’s football has become big business. The Women’s Super League (WSL) in England has attracted major sponsorship deals, lucrative broadcasting contracts, and growing crowds. A recent deal saw broadcasting rights for WSL matches reach tens of millions of pounds, making it one of the most valuable women’s football leagues in the world.

Merchandising, brand partnerships, and social media engagement have added further commercial value. Brands like Nike, Visa, and Barclays have recognised the growing influence of the women’s game and invested accordingly. For example, player-focused campaigns and inclusive marketing strategies have broadened the fanbase far beyond traditional football demographics.

One of the most striking outcomes of this rise is the increased visibility of female athletes not just as sportspeople, but as role models, brand ambassadors, and businesswomen. England’s players now feature in major ad campaigns, take leading roles in corporate partnerships, and are becoming influential voices in sport and society.

Media Power and Cultural Impact

Much of this growth has been driven by better media coverage. Women’s matches are now regularly televised, reported on, and celebrated in the same breath as their male counterparts. Importantly, the tone of this coverage has shifted, from patronising to powerful.

The media has played a critical role in reshaping public perception. Commentators, journalists, and broadcasters have helped build compelling narratives around players and teams, turning them into household names. This kind of storytelling, just as in business, is essential for building emotional connection with fans, and for driving engagement with sponsors and commercial partners.

Social media, too, has become a key platform for visibility. Players share behind-the-scenes insights, engage with fans, and build their own personal brands, making them accessible, relatable, and influential.

What Scotland Can Learn

While Scotland’s women’s football has taken significant steps forward, there is a clear opportunity to accelerate growth by adopting some of the strategies that have worked so well for England.

1. Create a National Vision and Strategy

England’s progress was underpinned by “The Gameplan for Growth,” a national development plan launched by the Football Association in 2017. It set ambitious targets for increasing participation, doubling the number of female coaches, and improving the performance of the national team. Scotland would benefit from a similar long-term vision, backed by funding, partnerships, and a commitment from the Scottish FA.

2. Invest in Professional Leagues

The WSL is a fully professional league, with clubs employing players full-time, providing medical support, media training, and world-class facilities. In Scotland, while the top women’s teams are improving, there is still a gap in professionalism and infrastructure. Accelerated investment in the Scottish Women’s Premier League (SWPL) could help close this gap, attract top talent, and grow attendance.

3. Strengthen Grassroots Pathways

England’s success on the pitch is mirrored by a strong grassroots system off it. Girls are now playing football in record numbers thanks to accessible programs in schools and communities. Scotland must continue to invest in grassroots, not just in urban centres but in rural and underrepresented areas, ensuring that football is open to every girl who wants to play.

4. Build Stronger Commercial Partnerships

The Scottish game must become more commercially attractive. This means actively pursuing partnerships with businesses who want to be aligned with values like diversity, empowerment, and excellence. Women’s football offers brands a fresh and exciting platform, and Scotland can capitalise on this by telling compelling stories and offering value beyond matchday sponsorship.

5. Promote Role Models and Representation

Scotland’s players are talented, driven, and inspiring, but they need more visibility. Media partnerships should spotlight players, coaches, and behind-the-scenes heroes. More documentaries, interviews, and player profiles would help to create national heroes and encourage the next generation to dream big.

6. Diversify Leadership in Football

A vital part of England’s success has been the emergence of women in leadership roles, not just on the pitch, but in boardrooms, coaching teams, and media. Scotland should look to develop more female coaches, referees, administrators, and executives, ensuring that women’s football is not only played by women but led by them too.

A Moment for Scottish Momentum

Scotland has every reason to be ambitious. With a passionate fanbase, proud sporting culture, and a growing number of talented players, the potential for growth is enormous. The success of England’s Lionesses shows what’s possible when investment meets intent.

But the time to act is now. Momentum is everything in sport, and with women’s football commanding more attention than ever before, Scotland can’t afford to fall behind. Strategic planning, commercial focus, and inclusive storytelling could be the ingredients that take Scotland’s women’s team to the next level.

Let’s not just celebrate England’s success from afar. Let’s learn from it, be inspired by it, and build our own winning legacy right here in Scotland.