England Lionesses duo Hannah Hampton and Chloe Kelly have been tipped to make as much money through endorsements as Emma Raducanu after their European Championship heroics. Hampton, 24, saved penalties from Mariona Caldentey and Aitana Bonmati in Sunday’s shootout against Spain, while Kelly, 27, assisted Alessia Russo’s headed equaliser in normal time before firing home the final penalty to hand the trophy to the Lionesses again.
The Arsenal forward already boasts a reported net worth of around £2.3million, after profiting from endorsement deals with the likes of Calvin Klein and Nike, the latter of which being sealed after she took her shirt off and revealed a Nike sports bra after scoring the winning goal against Germany in their first triumph in 2022. However, Hampton, who was selected in goal after Mary Earps retired from international football, has also been tipped to experience a similar tidal wave of endorsements.
All players in the Lionesses squad will receive £87,000 in bonuses and fees as their respective shares of the prize money from UEFA. However, Hampton and Kelly have been tipped to potentially experience a huge increase in wealth from endorsements, in the same way British tennis talent Raducanu did when she won the US Open as a teenager.
Speaking to The i Paper, media analyst Alex DeGroote believes Kelly and Hampton could rake in the same kind of endorsement deals as Raducanu. The tennis star earned £10.5m in 2024, mostly from brand endorsement deals and other sponsorships.
Salaries in the FA Women’s Super League (FAWSL) are still significantly less than that of the Premier League. Chelsea forward Sam Kerr is the highest paid player in the division, earning £417,000 per year, while it is not unusual for players in the division to earn less than £100,000.
While DeGroote does not believe salaries in the FAWSL are going to increase any time soon, he does believe the number of endorsements will. After stating Raducanu’s £10.5m endorsement earnings should be a “benchmark” for both Hampton and Kelly, the media analyst said: “Kelly will not find it easy to improve her sports salary.
“But endorsements are a different story. I would imagine her agents will want to nail down her brand attributes and then find it easy to sell her to brand advertisers in areas like fashion, cosmetics and financial services.”
As well as their contributions in the tournament, their stories have been tipped to resonate with audiences. Hampton, who plays for Chelsea women, had to have surgery to correct serious eye problems she had as a child and was repeatedly told she would never be able to play football at the highest level. It’s also understood she will soon be having an interview with fashion magazine Elle.
Author of Celebrity Culture, Professor Ellis Cashmore, also believes the relatability and grounding of the England duo and other Lionesses will also make them a huge draw for audiences. Cashmore said: “Fans want relatable celebrity athletes.
“Chloe, Hannah and co. could easily be standing next to you at the Lidl checkout and you feel you could just strike up a conversation and they’d be totally natural. This makes them perfect for advertisers and large-scale corporations.
“This tournament has been an inflection moment for women’s football. The amount sponsors have invested in the sport and the individual players confirms that the sport has sped off on a new trajectory. McDonalds, Amazon, Samsung, all geared to the Gen Z market, were big advertisers during ITV games.”