How brands scored big with Gen Z at Women’s Euro 2025

The Lionesses did it again. With their second consecutive Women’s Euro win in 2025, they’ve cemented England’s place at the top of the women’s game. But what really caught marketers’ attention? The 65,000 fans who turned up to the trophy parade in London. That’s nearly 10× more than the 7,000 who came out in 2022.

Women’s football isn’t just rising – it’s exploding, and Gen Z is a driving force behind that shift. For this generation, representation, equity, and real community impact matter deeply – and women’s sports is a space where all of that converges.

Brands who want to stay relevant aren’t just placing logos on jerseys or jumping on the trending hashtag. The most effective campaigns at Women’s Euro 2025 did something more meaningful: they showed up for the game, the fans, and the wider community. They didn’t just tap into a cultural moment – they helped shape it.

Let’s take a look at the brands that scored big with Gen Z, and what marketers can learn from each of them.

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Pepsi: Supporting the women’s game... and the fans

As an official sponsor of UEFA Women’s Football, Pepsi leaned all the way in. Their content strategy focused not only on celebrating the tournament, but highlighting the community and culture forming around it.

Their long-time ambassador Leah Williamson – one of the most iconic figures in English women’s football – featured heavily in campaign content. But it wasn’t just star power. After England’s win, Pepsi took it a step further by heading to the Lionesses’ Homecoming, capturing the thoughts and feelings of young fans in the crowd. The campaign wasn’t just promotional – it was personal.

What worked:

• Increased brand love by aligning with a beloved athlete and spotlighting real young voices
• Positioned Pepsi as a true supporter, not just a sideline sponsor

Takeaway for brands:

Show your support beyond the screen. Use real people and real voices to build emotional resonance with Gen Z.

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Nike: Turning a victory flight into a cultural moment

Nike, the creator of England’s Women’s Euro kits, went all in on storytelling. After England’s win, Nike flew the team home on a plane emblazoned with the word “HOME” – a powerful play on the classic chant “Football’s coming home.” But in some campaign visuals, the central line of the H was subtly removed, turning it into “IIOME” and marking England’s second trophy.

It was a branding masterclass: timely, emotional, and deeply culturally relevant.

What worked:

• Boosted connection with Gen Z by pairing visual storytelling with cultural awareness
• Owned the emotional narrative of the win, not just the branding moment

Takeaway for brands:

Go beyond brand presence: create brand meaning. Gen Z resonates with brands that make culture, not just ads.

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Crocs: Making fandom fashionable

At first glance, Crocs and football might not seem like a match made in heaven. But that’s exactly why their Women’s Euro campaign stood out. They teamed up with freestyle footballer Lirian Santos to launch a line of football-themed Jibbitz, hosted match-day watch parties, and celebrated female football fans in all their individuality.

Whether fans were following every stat or just showing up for the vibes (and snacks), Crocs positioned itself as the ultimate match-day accessory.

The response? Comment sections flooded with love for the football Crocs – and countless TikToks showing off customized pairs.

What worked:

• Broke through in a competitive category by focusing on self-expression and fashion-fandom crossover
• Made football feel inclusive, personal, and fun for Gen Z

Takeaway for brands:

Celebrate the fans, not just the sport. Let Gen Z show up their way and give them tools to express it.

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Just Eat: Delivering orders and values

Just Eat is a sponsor of the UEFA Women’s Euros – but they didn’t stop at logo placement. They hosted IRL watch parties in London through a partnership with She’s a Baller, creating safe, celebratory spaces for young people to come together.

They also launched their Feed the Game initiative – a program that connects local restaurants with football clubs, providing funding, resources, and visibility to support women’s football at the grassroots level.

It was a strategy rooted in community, not campaigns – and Gen Z noticed.

What worked:

• Built brand loyalty by going beyond the tournament and supporting the wider ecosystem of women’s football
• Aligned with Gen Z values around equity and authenticity

Takeaway for brands:

Your sponsorship is only as strong as your support. Make the impact tangible – not just visible.

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Lidl: Real-time marketing that made it personal

As an official sponsor, Lidl had skin in the game – but their strategy stood out for how playful and personal it felt. After every England win, Lidl launched reactive offers:

£2 off for every 2 England goals! Free vouchers for customers named “James” after Lauren James scored!

These smart, real-time promos got fans excited, drove in-store traffic, and kept people talking – and watching.

What worked:

• Created excitement by tying on-pitch action to off-pitch perks
• Turned match results into shoppable moments

Takeaway for brands:

React fast and make it fun. Gen Z rewards brands that turn cultural moments into shared experiences.

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What can brands learn?

The Women’s Euro 2025 was more than a tournament – it was a turning point in how brands show up for women’s sports and the next generation of fans.

Each of these campaigns had one thing in common: they didn’t just ride the wave – they added to it. They listened, showed up authentically, and found ways to connect beyond the screen.

Want to make your next youth campaign actually land?
Think community. Think culture. Think Gen Z.

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