Following their historic 2022 Euros win, the England Lionesses have reaped the benefits.

The stars of that squad — most notably, Leah Williamson, Chloe Kelly and Beth Mead — have graced the covers of magazines like Grazia and Hello!, done advertisements for brands like McDonald’s and presented awards.

“It feels like I’m managing a celebrity more than a footballer at the minute,” one player agent told The Athletic. “They’re demanding just as much — possibly even more — money than the male players. Brands and celebrities are passing on their numbers.”

According to The Athletic, one of the players is so popular that she needs three full-time staff members managing her commitments.

The players’ earnings have also grown as a result. Some agents described offers in the six figures, whereas before the tournament, “it wouldn’t have been anywhere near that.” Another player reportedly had to turn down a brand offering 5,000 pounds.

“After the Euros, our feet didn’t touch the ground for months,” the agent continued. “We had so many requests from so many different areas — areas that previously we’d been trying to push doors down in.

“Two days after the final, we booked in a day with our players where we had to sit down with pages and pages of requests. We had loads of big brands, including some that hadn’t done much work in women’s football, wanting to work with them.”

The increased popularity of the players is evidenced by their social media followings. Ella Toone gained 158,000 followers in the seven days after the final, while Leah Williamson’s account grew by 88,000 and Chloe Kelly’s by 68,000.

Nearly every player reported double-digit increases in their follower counts throughout the tournament.

Doors continue to open for players, including for those who didn’t play as many minutes.

“The players that scored the most goals and got the most assists are always going to get more attention,” an agent told The Athletic. “But it’s helped elevate players who haven’t got as many minutes to a point where they’re able to stand on their own two feet as Lionesses and get commercial partnerships. It helps them to get in the room. More brands are open to working in women’s football.”

England star Leah Williamson called the Women’s Super League to be “the best league in the world” to watch as a fan but called for even more investment.

Speaking with BBC Sport ahead of the league’s opening weekend, the Arsenal defender discussed the increasing popularity of the WSL, which has seen record ticket sales for the 2022 season on the heels of the Lionesses’ Euros win.

“If I was a fan who wanted to watch a league, this would be the best league in the world without a shadow of a doubt. I think in terms of talent and the players that we attract, we’re doing really well,” Williamson said. “We want the best players to come and play in this league. I think it’s the most competitive league in the world, which to me makes it the best one to watch.

“The product isn’t the same as men’s football. Nobody’s asking for it to be equal in every aspect.”

As the league starts a new season, though, it does so without some big name players like Keira Walsh, who set a new women’s transfer record with her departure to Barcelona. Fellow England teammate Lucy Bronze also signed with Barcelona in the offseason from Manchester City, while Georgia Stanway left City for Bayern Munich.

For Williamson, the WSL has got better teams across the board – not just at the upper levels – but she would like to see more clubs in England investing in players.

“Other leagues might not be great or as consistent as ours with the teams, but the top teams are so good,” she said. “We definitely have a long way to go. I’d like to think that the clubs here are investing, but the level of investment in Europe is 10 times higher than it is here.

“I think the gap is a product of investment. A lack of investment here for so long, potentially. And quality of players. The quality of players in those teams is unbelievable.”

On the heels of England’s win, investment is at an all-time high, and Williamson would like to see that extend beyond the short term.

“It’s about more and more partners that are getting involved for the long run, not just for the short run. That’s where we’ll see a big boost of investment and a big boost of interest,” she told BBC Sport.

“We saw so many people jumping on the bandwagon,” she continued. “Are you going to stay on? Are you going to join us for this journey? Because it’s going to be one hell of a ride.”

The England women’s national soccer team has been given training priority over the men’s team as it prepares to host the upcoming UEFA European Championship.

Women’s captain Leah Williams applauded the decision, saying that the women’s game was shown “respect.” She added that, as a result of the decision, the Lionesses will be better prepared for July’s Euros than any other major tournament before.

“If you’d have gone back a couple of years this wouldn’t have been the case, and that’s just factual, so the fact that is happening now is a big step in the right direction.” Williamson said. “This is something that’s important. Women’s football is on a journey.

“The respect that we’ve been given and the respect that our tournament has been given, bearing in mind we have a Euros in the summer, and the preparation and the facilities that we have access to — year-on-year you just notice an increase.

“And it comes down to things like money, obviously, but also it’s that level of respect the women’s game is getting, from the work that we’re doing. There’s no stone left unturned in these preparations.”

The team’s first full training session of the summer took place on Sir Bobby Charlton pitch, while the men’s team trained on a lower-tier pitch. The men’s U-21 and women’s U-19 sides will also train at the facility this week.

According to Telegraph Sport, the men’s team staff felt that the Women’s Euros tournament should take precedence.

Despite the training sessions, though, not everyone has viewed the treatment of the July tournament as a win for equality. In April, Iceland captain Sara Björk Gunnarsdóttir called some of the venue choices “shocking” and “embarrassing.”

The venues’ capacities range from Manchester City Academy Stadium to Wembley. The final at Wembley has already sold out, as have at least eight other matches in the tournament.

Arsenal defender Leah Williamson has been named the permanent captain of the England women’s national team, replacing Steph Houghton.

Houghton had led the team since 2014 but over the past year battled a number of injuries. In a statement, Houghton called it “the greatest honor and privilege” to captain the national team.

“Sarina and the England staff have been hugely supportive but with the injuries, I understand and respect Sarina’s decision to name a new captain,” she continued. “The captaincy is being passed on to a very deserving and driven leader in Leah Williamson, with all the attributes an England captain needs to be successful and I have no doubt she will be.

“I continue to work hard with my rehabilitation in trying to make the squad for this summer’s home European Championship.”

Williamson first wore the captain’s armband for the senior team last September during two World Cup qualifiers. She previously had captained the U17, U19 and U20 teams.

“I think it’s the biggest honor in football,” Williamson said. “To even have my name associated with it for the time that it has been and obviously now is very, very special and something I’ll never take for granted.”

The defender will captain the team during this summer’s European Championships, which will be played on home soil. The final at Wembley Stadium is already sold out.

“Steph Houghton is one of this country’s all-time greats and to follow in her footsteps – and all of those special names who have led the team in the past – means so much,” Williamson said of her former captain. “Although I will be wearing the armband, I know we have a squad full of leaders who share my pride and passion in playing for our country.”

It was a fantastic day for the Arsenal women and Tobin Heath’s debut as they trounced Manchester City 5-0 to go on top of the Women’s Super League.

Arsenal captured the first two goals during a ruthless first-half performance. Man City had plenty of opportunities but was unable to defend against Vivianne Miedema’s opening goal, followed by a finish from Kim Little.

Arsenal grabbed another one when Kate McCabe made a brilliant run infield from the left and rammed home a deflected shot in the 60th minute.

A Man City foul on Little gave Arsenal another chance at the 78th mark. Little lifted the penalty into the top corner of the net, giving Arsenal a 4-0 lead.

Less than 10 minutes later, Tobin Heath made her Arsenal debut, after leaving Manchester United at the end of the 2020 season.

In the last act of the game, Leah Williamson wrapped things up with a header from Caitlin Foord’s corner. Arsenal completed their win with four different players on the scoresheet.

Next up, Arsenal will play Tottenham in the quarter-final on Wednesday, Sept. 29.