Lioness lessons: What the England women’s team teaches PR agencies about winning new business

When we think of high performance under pressure, few images capture it better than the England Women’s Football Team. Whether battling through the Euros or taking on global giants at the World Cup, they’ve shown the world what it means to be relentless, composed, and unified in pursuit of a goal. Who else embodies high-performance resilience and collective belief and drive better than the Lionesses?

The following defining traits of the Lionesses can be translated into concrete actions that can help PR agencies win more pitches, retain momentum through long/laborious new business sales cycles, and deliver when it matters most.

And while the pitch may be a far cry from agency life, the lessons from their playbook are just as valuable when chasing new business wins.

Resilience: Bouncing back with purpose

The England Women’s team has faced its share of setbacks — injuries, losses, and tough opponents. But what sets them apart is how they respond: with grit and clarity. The Lionesses don’t collapse under pressure — they regroup. We saw exactly that last night – bouncing back from early goals or adjusting tactics mid-match, they stay focused on the long game.

In new business, resilience is everything. A lost pitch or an unreturned call isn’t necessarily failure — it’s feedback. Winners don’t wallow; they regroup, learn, and go again with sharper focus, smarter strategies and a thick skin.

Takeaways for PR agencies:
New business is full of highs and lows. That “no” you received? Use it. Resilient teams treat every rejection as insight. What didn’t land? What did they want to see? What can we refine for next time?

Build a debrief culture after pitches.
Use insights to tweak messaging and sharpen proposals.
Move fast and pivot – but don’t rush the learnings

Drive: An unrelenting push for the goal

The Lionesses play with unmistakable drive. As we watched last night in the Euro semi final against Italy, their hunger to win, to improve, and to prove themselves doesn’t waver, even in the dying minutes of a match.

Takeaways for PR agencies:
In business development, this is the hustle that gets you over the line. It’s the persistence in following up, the extra effort in tailoring a proposal, and the late-night rehearsals/chasing deadlines before a pitch. That inner fire — the “why” — fuels the “how.”

Keep your outreach strategic, not spammy.
Lead with insight, not just credentials.
Pursue the right clients with tailored, proactive ideas.
Create urgency for the client and never give up.

Composure: Grace under pressure

Few things test nerves like a penalty shootout — and although the Euro quarter final displayed some questionable penalties – the England squad regularly shows calm when the stakes couldn’t be higher. Composure is about staying focused and executing under pressure.

New business pitches similarly come with tight deadlines, curveball questions, or unexpected twists such as internal changes or client’s changing strategy and direction. Staying cool in the pitch situation and throughout the process is vital.

In a pitch room:
Composure means confident delivery, clear messaging, and knowing who says what — and when to orchestrate the whole pitch presentation. It’s rehearsing for curveballs, staying focused, and not overselling or waffling when the heat is on.

Rehearse tough Q&A and your pitch narrative.
Know your roles/responsibilities; avoid stepping on each other’s lines.
Keep calm if tech fails — pivot with poise.
Stay calm – some curveball questions may be easier to answer with full detail/evidence over email as a follow up.

Pitching with passion

You can see it in the Lionesses eyes. The pride of wearing the shirt. The belief in their teammates. The comradery towards each other and building each other up. The emotion after a win. The celebrations after a goal. Passion is their fuel — and it’s contagious. And that wasn’t just in last night’s semi final against Italy.

Perspective clients feel it too. A passionate pitch doesn’t mean being loud or over-the-top — it means showing genuine belief in your campaign, your people, and the impact you can make for the client’s objectives. Passion can build trust, and trust wins business.

The England women’s team isn’t just skilled — they care. You can see it in every celebration, every recovery run, every late tackle.

For PR agencies:
Passion is contagious. It’s what clients remember long after the decks are closed. Are you excited about their mission? Do you genuinely believe in their story? If you’re just chasing fees, it shows. But if you show up ready to elevate their brand, it wins hearts and trust.

Lead with belief, not buzzwords.
Tailor creative to their objectives and goals, not your portfolio. This shows you care.
Make it personal, and make it matter

Strategic substitutes: Trusting the whole squad

As seen in the last two games of the Women’s Euros 2025, some of the team’s most iconic goals and game-changing plays have come from substitutes. It’s not just about the starting eleven — it’s about the whole squad being ready to deliver when called upon. It takes a wise coach and leader, much like Sarina Weigman, to know when to bring the right players into the game.

The Lionesses foster an inclusive, team-first environment — one where younger players feel empowered to lead and experienced stars elevate those around them. Everyone has a voice. Everyone’s part of the win.

Although we can still take many lessons from her in leadership, as already referenced in a previous blog post by another colleague here. – trusting your bench could be what wins you the client. Because it’s not always about who starts, it’s about who steps up and brings a diverse range of skills when needed

For PR new business:
Bring the right people into the room with the relevant skills that match the client’s energy and needs. Don’t show up with a generic pitch team, give the execs on the account an opportunity to show their skills. Know when to bring in the media relations specialist, the crisis comms expert, the creative who can paint the vision. Show the diversity of your whole agency.

Use your talent smartly. It shows depth, adaptability, flexibility and willing to partner with the client
Let specialists speak to their strengths and assign pitch team roles
Show clients the real team they’ll be working with, including junior team players and give them a voice in the room – give them the opportunity to shine.
Bring in external team members with the relevant expertise that will be available if required – to showcase additional capabilities available on demand for extra flexibility and longevity.
Create open brainstorm environments where hierarchy is parked.
Celebrate the wins, loud and proud, with all involved and in the wider team.

Lionesses – the comeback queens: a masterclass in resilience

What truly sets the Lionesses apart — beyond their technical ability and tactical intelligence — is their mental resilience. Time and again, they’ve found themselves behind or under pressure, and instead of collapsing, they respond with maturity, clarity, and collective belief. Whether it’s extra-time winners or dramatic late goals to stay in the tournament this Euros, this team doesn’t just handle adversity — they seem to grow stronger because of it.

In contrast to the men’s team, who have often struggled to recover after conceding first in major tournaments and statistically, the men’s side has historically had a lower comeback rate in knockout-stage matches. For example – since 1968, the England men’s side has never won a Euros or World Cup knockout game after conceding first – often unable to regain composure or find momentum after going behind. It’s not a lack of talent, but perhaps a difference in mindset and cohesion under pressure.

The Lionesses, by contrast, have redefined what it means to fight back — not with panic, but with structure, belief, and decisive execution. For PR agencies, it’s a clear lesson: how you handle setbacks often defines your culture. Are you shaken by the first “no,” or do you calmly rework the game plan and go again?

New business isn’t a sprint — it’s a tournament. And the agencies that win are the ones that show up ready to play every match like it’s a final. And they bring it home.

The final whistle

Whether they win on Sunday’s final or not – one thing is clear: the Lionesses remind us that winning isn’t about one star player, it’s about timing, teamwork, persistence and total belief in the mission. It’s about a team with belief, a plan, and the courage and hunger to act decisively when it matters most. PR pitches are no different.