With a hop, skip, and a powerful strike, Chloe Kelly scored the decisive penalty in the Euro 2025 final, marking a pivotal moment in English football culture.
This is not a new experience for Kelly, who has been at the forefront of the Lionesses' rise to prominence over the past three years. In the Euro 2022 final, she scored the winning goal and celebrated by twirling her shirt, showcasing her sports bra. This act was praised as empowering for women and highlighted the Lionesses as role models for current and future generations of girls.
The 2025 final had its own unique moments. Kelly was lauded for her interaction with a young mascot at the medal ceremony, engaging warmly with the girl. However, after receiving her award, she turned to the camera and mouthed a celebratory expletive.
Spanish media outlet AS criticized Kelly for allegedly mocking goalkeeper Cata Coll after scoring the winning penalty, with the headline stating, "This is unnecessary, my friend."
Such is the nature of the 2025 Lionesses, led by Kelly—both inspirational and unapologetically confident, not just icons for women but for their exceptional athletic prowess.
Kelly is renowned among her teammates as the embodiment of the modern Lionesses. "She thrives in moments when the team needs her most," said England defender Esme Morgan.
According to Nicola Kemp, editorial director at Creativebrief, this could signal a shift in how the Lionesses are perceived culturally. "This is a watershed moment for football marketing," Kemp told BBC Sport. "Kelly's passion and audacity on the field can translate into significant commercial opportunities—I anticipate increased investment."
"Brands want to engage with culture, and Kelly is at the heart of this transformative cultural shift in women's football," Kemp added.
Shinpads and Power Penalties: Kelly is a Branding Dream
Kelly is a marketer's dream in numerous ways. On the field, she made crucial contributions in all of England's Euro 2025 knockout matches—her crosses led to two goals against Sweden, she scored the winner against Italy, and assisted Russo's equalizer in the final, not to mention her decisive penalty.
Off the field, she is a fan favorite, topping BBC Sport audience ratings against Sweden and Spain. She went viral during the quarter-final after TV cameras captured her taping her shin-pads, which featured personal mementos: one with her husband Scott Moore on their wedding day, and the other with images of their pet dogs.
"Otis and Rolo at the wedding in their tuxes are on one shinpad, and me and Scotty at the wedding are on the other, which is really nice—bringing my life off the pitch with me on the pitch," Kelly explained before the final.
"They are my dogs, but they are like people to me, my little boys along the journey, and of course Scott, who supports me through the highs and lows."
During the Euros, which coincided with their wedding anniversary, roses were placed in her room at the England camp, and they spent a few hours together by the Swiss lakes.
Kemp emphasized that this personal connection is as crucial to brands as Kelly's 68mph penalty in Basel. "Seeing her on the front of every newspaper is fantastic, but it's more than that," she said. "It's tempting to compare Chloe Kelly to David Beckham, but this is a new narrative, a new movement."
'We Create an Impossible Stereotype for Female Footballers'
Kelly is a confident footballer, unafraid to celebrate her tournament-winning penalty with a self-assured gesture to the fans. "She consistently performs at a high level, and her attitude and confidence are unmatched," said England teammate Lucy Bronze.
Kelly embraces her London roots, her large family as the youngest of seven siblings, and her love of hip-hop. In a conversation with Romesh Ranganathan on Radio 2, Kelly expressed her passion for music. "My mum always had the radio on, and being from west London, I support local artists like AJ Tracey. He's a friend of mine, and it's great to see west London thriving in the music industry."
Kelly is also candid about her experiences. In February, Sarina Wiegman left her out of the squad for Nations League games against Portugal and Spain. At the time, she hadn't played since mid-December, following a challenging period at Manchester City. She secured a loan to her childhood team Arsenal after posting emotional messages on social media, expressing her desire to be happy again and accusing City of planting negative stories about her. The club did not publicly respond to her comments.
Kelly has openly shared that she nearly quit football. "I'm proud of my journey," she said. "It was tough initially. Contemplating giving up the game we all love is difficult, but prioritizing mental health was crucial for me."
Following Euro 2022, the Lionesses were celebrated as the epitome of female sporting achievement. Kemp believes the next step, led by Kelly, is to allow women's football icons to embrace imperfection. "We create a stereotype that is unattainable for women footballers, which can be oppressive from a marketing perspective," she said. "They can be both exceptional athletes and vibrant personalities. Kelly is full of flair, and you wouldn't want her confined to just one role."
With a hop, skip, and a thwack, Chloe Kelly's era has arrived.
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