England's victory tripled sales of women's football

Not only record numbers in terms of spectators in the stadium and in front of the television, the women's European Championship won by England also achieved unprecedented results in sales of the event's official merchandise. The company Fanatics, which was in charge of managing the event's official store, revealed that weekly sales tripled as the tournament progressed and as the home national team advanced. 

After the final whistle of the Wembley final in fact, merchandise was stormed by fans who wanted a memento of the historic victory that brought football back home. In the four hours that followed, sales grew by 640%, in fact surpassing the takings of the previous three weeks. It was a frenzy that well captures the enthusiasm of English fans in celebrating the Lionesses' triumph and the growth of the entire women's sports market, which rose 28% in the past year alone.