The Lionesses overcame Japan 3-0 in the final game of the invitational tournament to secure lifting the She Believes Cup for the first time.

The cup win is timely for England on the growth of the women’s game, which is expected to pull over a billion viewers for the World Cup Tournament this summer, after record viewing figures of 750 million for the previous tournament in Canada in 2015.

Brands are slowly taking advantage of the opportunity presented by the growth of the women’s game primarily around the CSR opportunity and interesting audience demographics it delivers. A strong Womens World Cup this summer will be a tipping point for brand involvement. 

Gatorade announced a multi-year partnership with Man City’s Women’s team this week with Gatorade Marketing Director Lina Nawas stating how the partnership is “a wonderful opportunity to work with one of Europe’s best women’s football teams as they continue to challenge for titles.”