England’s win at the 2022 European Women’s Football Championship may give women’s sports another boost in Western Europe.

England’s win at the 2022 European Women’s Football Championship may give women’s sports another boost in Western Europe. Interest in women’s sports has surged over the past two years for the first time in decades (or ever), with viewership at an all-time high and live matches selling out—and even moving to bigger stadiums. While all female sports are getting more attention, women’s football has been in the spotlight this year in the run-up to the 2022 European Women’s Football Championship (or “the Euros”), which came to a head this past weekend with the final match between England and Germany. The match drew a record-breaking TV audience of 17 million viewers, making it the biggest television event of the year to date in the U.K. as viewers watched England’s team The Lionesses win. Now, the once-under-the-radar team is being celebrated across the world by both fans and brands on social media. Brands have been jumping in on the growing hype around female sports, creating campaigns and partnerships aimed at spotlighting and championing female sports leagues and athletes. Now, the Lionesses are said to be worth millions in sponsorship deals, and will continue to push female sports to the forefront. (The Guardian, The Drum)