England star Lucy Bronze buys stake in women's football retailer Foudys

What's the deal? Lucy BronzeDealroom has a profile for this one. Try Dealroom →, the two-time Euros winner, has become a shareholder and brand ambassador at FoudysDealroom has a profile for this one. Try Dealroom →, a Manchester-based women's football retailer. She joined as part of the company's latest investment round, announced in September 2026.

What does Foudys do? Founded in 2020, it started as an online store selling women's football merchandise exclusively — a community mainstream retailers often overlooked. It has since grown into a leading retailer for the sport.

Why now? Bronze's investment lands ahead of the Women's World Cup next summer, a moment set to draw new attention and spending to the sport.

What's the endgame? Earlier this year, Foudys opened its first store on Deansgate in Manchester. Beyond stocking official merchandise and football fashion collaborations, the shop runs watch parties and grassroots community meetups as a cultural hub.

Bronze framed the move as personal. "Foudys has always been a brand I've tried to tell the other players about," she said. "It's somewhere where we, as athletes, have been given a space."

The signal: As women's football heads into another World Cup cycle, retailers built specifically for its fans are drawing backing from the players themselves — turning athletes into investors in the commercial infrastructure around their own game.

Image credit: Gareth1953 All Right Now