After a thrilling 2025 UEFA Women’s EUROS, the Lionesses’ have once again done the nation proud and cemented their place in the history books, becoming only the second nation ever to win the competition back to back.
Following the nail biting campaign, fans across the country have been filled with a great sense of pride, and a host of brands have jumped on the bandwagon to show their recognition for one of the greatest sporting achievements.
We’ve compiled some of the best brand reactions from the Women’s Euro 2025 victory, across everything from social, content, brand partnerships and limited edition products that definitely found the back of the net.
Nike
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Nike rarely miss the mark when it comes to football campaigns and this is another example of them nestling one into the top corner. The industry giants once again showed competitors how it’s done by branding up the Lionesses’ private jet to read ‘IIOME’, alluding to the retention of the championship and the fact that football is well and truly home once again. To ensure visibility was maximised and reiterate the magnitude of retaining this prestigious title, they also released a short but sweet piece of social content, displaying the message spray painted onto a wall which generated over 128k Instagram likes.
Cadbury
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Cadbury proved that keeping it simple and not always playing that Hollywood pass is sometimes the way to go. Playing on the theme of their thought provoking limited edition Dairy Milk packaging designs that celebrate daily acts of generosity, they introduced a new one ahead of Sunday’s final that went down a treat on social media. The latest design gives a steer on how to enjoy a bar throughout a match, suggesting saving the bulk for extra time and penalties, a time that calls for stress eating! This post had strong engagement figures and caused a discussion amongst fans regarding who they plan watching the final with, proving to be a routine win for the confectionary brand.
LADbible & Tesco
LADbible partnered with supermarket chain Tesco to produce an impressive piece of content ahead of the highly anticipated final, making the collaboration worthy of a player of the match performance. They tapped into the female audience by imitating the stereotype of a passionate mum that has too much to say about the match and combined supermarket items with football terminology to produce a humorous speech in true gaffer style.
Royal Mail
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Royal Mail are another brand that lived up to their reputation of always delivering. Football coming home is all the nation has ever dreamt of and Royal Mail drummed home this message, reinforcing to fans that football is back where it belongs (again). Reactions to the post speak for themselves as thousands took to social media to show their support with likes and inspiring comments.
Budweiser
Ending on a high, Budweiser enter the fray with a 90 minute screamer. The Official Beer of the England Team honoured the Lionesses’ historic achievement with an eye catching limited edition ‘Home Again’ can that has fans across the country desperate to have one in their grasp. This can is an extension of their ‘Home’ can that they introduced back in 2022 after England beat Germany to clinch their first EUROS title but since the first one went down so well, it would’ve been rude not to bring it back in celebration of two on the bounce.
These reactions are proof that sporting tournaments present a great opportunity for brands to have some fun and enhance visibility to a global audience, while tapping into an extremely passionate demographic. From simpler social reactions like Cadbury’s and Royal Mail to strategically thought out masterpieces like Nike and Budweiser, this establishes the true power the sport industry possesses and indicates that brands who do not join in on the celebrations are missing a trick to connect with consumers.
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