The team behind the team

What the Lionesses’ win tells us about the power of parents, and why brands should pay attention

By Anabel Lee - Wragg, Senior Account Executive at We Are Futures

Last Sunday, the England Lionesses retained their UEFA Women’s European Championship title and became the first England senior team to win a major tournament on foreign soil. But this wasn’t just a story of sporting success. It was a story of support, belief, and community. One that started long before the players received their first iconic three lions shirt.

Behind every trophy is a quieter tale. A muddy Sunday game. A school playground. A parent who said yes to lifts or washed the kit after a long day. Most of these players’ journeys began off the pitch with someone in their corner, backing them before they even knew what was possible.

My own connection with football began in 2006, sat in a pub with my dad, carrying a vuvuzela while watching Rooney, Lampard and Ferdinand. But it wasn’t until the Lionesses’ victory in 2022 that something shifted. That spark reignited something deeper, a whole new set of role models and inspiring stories with this team of women who continue to make history and break records. I’ve since played a full season of 11-a-side with my local team (now entering my second)! It’s brought me friendship, purpose and a community on and off the pitch. And through it all, my parents have been there. Still on the sidelines. Still cheering me on.

That’s the power of support. Not everyone will lift a trophy alongside Prince William but that’s not the point. It’s about the chance to try, to enjoy it, and to feel like someone believes in you.

But support isn’t always equal. Only 31% of girls feel encouraged to be active by their fathers, compared to 50% of boys[1]. And by their teens, one in two girls drop out of sport altogether. The gap isn’t about talent it’s about belief.

This matters for brands, too. Because behind every young person is a team. Parents, carers, teachers, mentors, the decision-makers who say yes (or no) to after-school clubs, new boots, and weekend games. They’re not just buyers; they’re enablers of possibility.

Studies show that parents shape their children’s aspirations across everything from science to sport and their brand preferences, too. Emotional loyalty, built through trust and shared values, starts early and runs deep. Brands that genuinely back young people and the communities around them, don’t just do good. They build lasting connections which translates to brand growth and sales.

We’re already working with brands who get it. With Rexona’s Breaking Limits programme, we’re helping young people build resilience and confidence through movement. With Team GB and the Get Set programme, we’re giving schools and families the tools to keep kids inspired and active. And with Dove, we’re building body confidence in girls so they can show up fully, on and off the pitch. These brands aren’t just sponsoring moments, they’re shaping futures.

The Lionesses proved that talent thrives when it’s supported. Brands that show up for the people behind the players will grow deeper loyalty, relevance, and sales. Because when a parent believes your brand is in their child’s corner, they’ll back you, too.

Want to build a brand that inspires the next generation and the people who support them? Get in touch. We can help you do that.

[1] https://publications.parliament.uk/pa/cm5804/cmselect/cmwomeq/130/report.html