Lauren James could turn on-the-pitch success into £1m brand, expert says

02 August 2023 , 18:12

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Lauren James (Image: PA)

Lionesses superstar Lauren James could become one of the world’s richest female football players as she’s could rake in £1million in sponsorship deals.

The 21-year-old scored two goals and set up three others in England’s 6-1 World Cup win over China, with fans from both teams giving her a standing ovation as she was subbed. She was named player of the match on Tuesday, which saw England through to the knockout stages, and has been described as “a cheat code”.

Thanks to her skills it is thought she will double her estimated £500,000 income from existing deals advertising big brands such as Nike, Sure deodorant and the Google Pixel phone. But Prof Jonathan Shalit OBE believes her winning smile could see her net much more than just goals.

Prof Shalit, one of the most highly respected British talent managers – who represents household names across film, TV, theatre, music and sport – said “the world’s her oyster”. He added: “I think she will be a multi-millionaire whether we win the World Cup or not. But if we win she could be within a year.

Siblings Lauren and Reece have a very tight bond (laurennjjames/Instagram)

“Lauren James is firstly a fantastic ambassador for football and for British sport generally. She’s got the most wonderful smile and it’s such an important thing to have in the media.” He also expects Lauren to get sponsorship deals from huge fashion brands like Chanel, Louis Vuitton, Victoria’s Secret and Chloe.

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George Woffenden,co-founder of marketing and talent management agency Blueprintx, said: “If England go on to lift the World Cup there is no reason why Lauren won’t follow Emma Raducanu who saw unprecedented commercial opportunities following her success at the US Open in 2021.”

Dad Nigel, centre, was great guide (laurennjjames/Instagram)

PR agencies estimate she can charge anywhere between £3,000-£14,000 per sponsored Instagram post and those figures could soar. Lauren’s proud brother, Chelsea star Recce James shared a photo of her goal celebration against China with the caption “another day at the office”.

The pair are the first brother and sister to represent England at senior level in football and are also best pals off the pitch, often playing Playstation together and watching each other’s matches. As children they kicked about with their older brother Josh on a patch of grass at the back of their home in Mortlake, South West London.

Reece and Lauren on the pitch (laurennjjames/Instagram)

Despite being two years younger than Reece, and four years younger than Josh, Lauren said that the pair never went easy on her. “There were no concessions,” she said. “They never let me win. They were physically stronger than me but it helped me a lot throughout growing up. “Playing with them also made me tougher. I wanted to be on the ball.”

The pair also played for the same junior team, Kingstonian, competing in boys’ tournaments together. But when Reece’s career started to take off, Lauren had to start carving her own path. At 14-years-old, dad, Nigel took her from Chelsea to play for Arsenal ’s academy.

Reece won in Europe (Chelsea FC via Getty Images)

Lauren relaxing before World Cup

He said: “Lauren was too good to train with the Arsenal girls at the time, so Pedro the manager, brought her in to train with the women.” In 2018, she decided to leave Arsenal for Manchester United. Then United head coach Casey Stoney told her she could be the best player in the world.

And speaking to the Times, Casey said: “At 16, she could do things with the ball that I had never seen before.” After scoring 28 goals for United over three seasons she decided to rejoin Chelsea in 2021. In 2020 two years before her England call up, Reece predicted his sister’s rise. He said: “She can achieve whatever she wants. I don’t think there are many girls who are better than her.”

Lucy Thornton