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Ella Toone wants female footballers to get the 'recognition they deserve'
Ella Toone wants female footballers to get the 'recognition they deserve'

Daily Mirror

time09-07-2025

  • Entertainment
  • Daily Mirror

Ella Toone wants female footballers to get the 'recognition they deserve'

Manchester United player, Ella Toone, has launched a creative agency to help female footballer players become "household names" and nurture "solid relationships with major brands" English midfielder Ella Toone has launched a creative agency to help her fellow female footballers grow their personal brands. Instead of waiting on the side-lines for sponsorships, female players will be turned into 'household names' and 'take back control' of the talent-brand relationship under the agency's guidance. The Manchester United player co-founded her new venture Amicizia Studios with her long-term agent James Marshall. In an inaugural Instagram post in June 2025, the duo shared that there is 'no nonsense, no messing about' when it comes to the studio's mission to 'blend sports culture and creativity to bring brands and talent together'. ‌ The post continued: 'Working with great people across great brands, podcasts and other digital outlets, we're taking back control of the traditional talent/brand relationship and putting our stamp on it.' ‌ Amicizia says that while it doesn't take itself too seriously it takes a 'head down and game on' approach when it comes to campaigns. 'We're here to give women's footballers a proper platform, not just the odd collab, but solid relationships built with major brands to create opportunities that turn players into household names.' The studio will serve as a platform to connect female footballers with brand partnerships, marketing campaigns and production opportunities. It will also offer services including content development, creative consultancy and PR to connect women's athletes with brands. ‌ Toone and Marshall hope to boost female players to maximise their earning potential. In their vision statement reported by Forbes, Amicizia says it wants to help players show off their personalities as well as get 'the recognition and the proper fees they deserve'. For more stories like this subscribe to our weekly newsletter, The Weekly Gulp, for a curated roundup of trending stories, poignant interviews, and viral lifestyle picks from The Mirror's Audience U35 team delivered straight to your inbox. ‌ Amicizia Studios will also serve as a creative hub for Toone to produce her own content. She is a particularly savvy creator and has taken her own brand seriously for years now. In 2023, she became the first Lioness to trademark her own name and launched the ET7 brand. Under ET7, Toone also launched the ET7 Academy to create a supportive space for girls aged 8-19 to play football under the guise of FA-accredited coaches. With over 50% of Women's Super League players currently without sponsorship, Amicizia addresses a gap in the relationship between brands and female footballers. ‌ 'There's a really big gap in the market. Women's football is growing and growing, and more brands can be involved in that,' Toone told Marketing Week. Toone is in Switzerland with the Lionesses at the moment for the UEFA Women's Euro 2025. They suffered a disappointing 2-1 loss in their opening match against France but Georgia Stanway said England were 'done talking' about it and were ready to get 'stuck in' against the Dutch on Wednesday, July 9. Toone is confident England can use that experience to rebound on Wednesday. 'I mean mentally I think we're strong anyway,' she said. Help us improve our content by completing the survey below. We'd love to hear from you!

Ella Toone Launches Amicizia Creative Agency To Assist Women's Players
Ella Toone Launches Amicizia Creative Agency To Assist Women's Players

Forbes

time12-06-2025

  • Entertainment
  • Forbes

Ella Toone Launches Amicizia Creative Agency To Assist Women's Players

Ella Toone and James Marshall, co-founders of the Amicizia Creative Agency Manchester United's record goalscorer Ella Toone has launched her latest off-field venture, fronting a new creative agency aimed at helping women promote their own brand. Together with co-founder James Marshall, the England star hopes to elevate fellow female professionals to maximise their earning potential. With over 50% of Women's Super League players currently without sponsorship, Amicizia is determined to shift the landscape. As Toone prepares to help the Lionesses defend their European title in Switzerland next month, Amicizia Studios will act as a creative hub producing Toone's own content. It will also serve as a platform to connect female footballers with brand partnerships, marketing campaigns, and production opportunities. In their bold vision statement, Amicizia say that "we're not just here to get players a few deals, we're here to build them into household names, showing off their personalities, getting them the recognition and the proper fees, they deserve." The only England player in history to score for her country in a major tournament quarter final, semi-final and final, Toone has repeatedly proven herself to be a woman who delivers on the biggest occasions. Her infectious personality and humor have also endeared her to a wider audience outside the game. SYDNEY, AUSTRALIA - AUGUST 16: Ella Toone of England celebrates after scoring her team's first goal ... More during the FIFA Women's World Cup Australia & New Zealand 2023 Semi Final match between Australia and England at Stadium Australia on August 16, 2023 in Sydney, Australia. (Photo by) The hope is that Amacizia, meaning 'friendship' in Italian will be a creative agency that brings that unique blend of passion, hustle, and authenticity to everything they do. The cornicello, meaning horn in Italian, is the agency's logo. The chili-shaped amulet is traditionally believed to bring good luck and offer protection from negative energies. Those using Amacizia's services should only look at Toone to realise how she, together with Marshall, has created numerous off-field opportunities for herself. In 2023, she trademarked her own name, launching the ET7 brand which included her own academy for young girls. Together with close friend, Alessia Russo, Toone is also one half of a hugely successful podcast series - The Tooney and Russo Show - which has now been broadcast on BBC Television. Toone revealed 'I've always loved being creative and making people laugh. James and I have worked with amazing brands over the years, and we now want to help more brands break into women's football connecting them with top talent and building meaningful campaigns'. According to Deloitte, women's sports fans are twice as likely to purchase products endorsed by female athletes compared to other influencers. Toone added that 'off the pitch, I think it's important to have things you enjoy. For me, content and production are fun, and I want to learn more and do more in that space.' Toone's manager, Marshall will lead the agency, utilising connections garnered from 15 years of experience in PR, marketing and communications across the sports industry. Toone said 'he's alright you know, he believed in me from the start, so he's sound, can't shut him up though, knows and chats to everyone. I still don't know what he does, but he does everything for me.' Marshall jokes 'she's not a bad kid, I took a chance on her and to be honest she's delivered, sometimes makes me laugh and she gets it. I keep missing her goals though especially at Wembley so probably need to work on that.' LONDON, ENGLAND - JULY 31: Ella Toone of England poses for a photograph with their family and fans ... More after the final whistle of the UEFA Women's Euro 2022 final match between England and Germany at Wembley Stadium on July 31, 2022 in London, England. (Photo by Lynne Cameron - The FA/The FA via Getty Images) 'Ella's personality goes beyond football; she's a natural storyteller. Through Amicizia, we want to give brands, athletes, and organisations the tools and expertise to create outstanding campaigns and content in the women's game. The women's football space is evolving fast, and brands are more engaged than ever. We're excited to help tell these stories and drive impactful collaborations.' Amicizia Studios will offer a range of creative services, including content development (podcasts, documentaries, YouTube series), creative consultancy, public relations, and marketing with a focus on connecting brands with the right talent and audiences. Toone is believed to be the first British women's soccer player to have her own creative agency. The agency's debut projects will focus on collaborations in the sport, fashion, and lifestyle sectors.

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