Ella Toone launches ‘Amicizia Studios’ to help women’s footballers | OneFootball

Ella Toone has launched her own creative agency. Credit: Amicizia StudiosEngland and Manchester United star Ella Toone has launched Amicizia Studios, a creative agency aimed to help women’s footballers enhance their brand.

Partnering with her long-term agent, James Marshall, Toone hopes to help female athletes maximise their earning potential.

This is by bridging the sponsorship gap in women’s football, where over 50% of Women’s Super League (WSL) players lack brand deals.

In a vision statement from Amicizia, as reported by Forbes, the company stated: “We’re not just here to get players a few deals; we’re here to build them into household names, showcasing their personalities, securing the recognition they deserve, and ensuring they receive proper fees.”

Amicizia Studios will offer services including content development (such as YouTube, podcasts, and documentaries), creative consultancy, and PR to connect athletes with brands.

Toone is Manchester United’s leading appearance maker and goalscorer with 61 goals in 188 appearances. She will also be part of the England squad aiming to defend their European Championship next month.

Why is Ella Toone launching a creative agency?

Ella Toone has launched Amicizia Studios to address the lack of brand sponsorships for WSL players, with half of them currently without deals.

Explaining her decision, she told Marketing Week: “There’s a really big gap in the market. Women’s football is growing, and more brands can be involved.”

As per Forbes, her manager James Marshall added: “Ella’s personality goes beyond football; she’s a natural storyteller.

“Through Amicizia, we want to give brands, athletes, and organisations the tools and expertise to create outstanding campaigns and content in the women’s game.

“The women’s football space is evolving fast, and brands are more engaged than ever. We’re excited to help tell these stories and drive impactful collaborations.”

Toone aims to help female athletes build their brands through partnerships in sports, fashion, and lifestyle sectors.

The Lionesses star has been building her own brand away from the football pitch. In 2023, she trademarked her own name and launched the ET7 brand. She also runs her own academy for young girls, led by FA-accredited coaches.

Toone is also one-half of the popular ‘Tooney and Russo Show’ podcast alongside England teammate Alessia Russo.

Toone included in England’s Euro 2025 squad

Ella Toone was named in Sarina Wiegman’s 23-player England squad for this summer’s Euros.

The Manchester United star scored the opening goal in England’s 2-1 victory over Germany in the Euro 2022 final three years ago.

She has become a vital part of the England squad, with 19 goals in 58 international appearances.

Toone missed two months of action for Manchester United this past season, after suffering a torn calf. She returned with a hat-trick for Manchester United against local rivals Man City, back in January.