Never missing an opportunity to belt out Sweet Caroline - football fever has once again gripped England.

England's Lionesses head into this Sunday's Euros 2022 final with Germany having inspired a nation and are now teasing us with the possibility that football might actually be coming home this time.

With over 64% of girls dropping out of sport by the end of puberty due to self-esteem, social and contextual barriers, it is unsurprising the negative mentality toward sport as a young girl extends to womanhood. While the Women's 2022 Euros not only provides a huge opportunity to inspire social change, convincing the next generation of girls a career in football is attainable, it has also provided brands with a platform to leverage their purpose and empower women in sport.

But amid record-breaking attendances and TV audiences, have brands risen to the occasion to show their support off the pitch? Here are our choices of five brands whose ad campaigns have really hit the back of the net.

Enjoy!

5. Volkswagen

Campaign: Not Women's Football

Fuelling the debate on equal rights in sport, Volkswagen's provocative tagline #notwomensfootball - seen across stadiums and social channels - encourages us to rethink how we phrase language in sport to be more inclusive and reduce gender inequality.

With simple but powerful copy, the ad draws on the fact that once you're on the pitch everyone is equal. Woman's sweat is sweat. Women's tactics are tactics. Women's football is football.

As well as being an official tournament sponsor, the ad campaign, which is part of the car brand's "We Drive Diversity" initiative, also includes numerous OOH activations.

The activations provide a spotlight for minority groups to harbour the inclusive power of football and tell their stories of equal experience in the game with the purpose of getting equal respect off the pitch too.

4. Barclays

Campaign: It All Starts with a Chance

Drawing on the disparity reported by UEFA that only 19% of girls have the chance to play football in PE at school compared to 76% of boys, Barclays' ad highlights its initiative to give girls a chance. Developed by M&C Saatchi, featuring Arsenal icon Ian Wright, we see a young girl aspiring towards the opportunities she could experience pursuing a career in professional football. Signing autographs, being interviewed on TV and attending press conferences.

As the first title sponsor of the Women's Super League, Barclay's spot ties in seamlessly with its purpose to give girls equal access to football in schools by 2024. This campaign taps into how growing exposure of role models in the game and facilitation of equal opportunities for young girls creates aspirations in careers that wouldn't have been possible even 10 years ago. You've just got to give the girls a chance.

3. Pepsi x Good-Loop

Campaign: Icons Unlocked

Part of a wider initiative to make England women's squad household names like their male counterparts, Pepsi's "Icons Unlocked" ad facilitates unheard conversations from previously unheard icons.

Led by social media influencer Elz the Witch, the ad features three members of the England squad being interviewed about a number of different topics, ranging from from a lack of peer support growing up through to the need for more BAME representation in the women's game.

To ensure the ad also delivered real impact, Pepsi also partnered with Good-Loop. Through our Watch To Donate format, every time someone views the ad they unlock a free donation to Pepsi's charity partner 'Women in Football', paid for by the advertiser - boosting viewer engagement and brand love.

It's a perfect collaboration that not only allows Pepsi to shine a light on inspiring women in the game but also make an actionable difference.

2. Nike

Campaign: You've Never Seen England Like This

Nike's support for the Lionesses throughout the tournament has certainly been illuminating, with the sports brand projecting images of the players on monuments across England, including the White Cliffs of Dover, Battersea Power Station and the National Gallery.

Created by Wieden+Kennedy, Nike's Euros 2022 campaign is interesting because it not only simply celebrates the team, but the iconic status of each of the players - literally shining a spotlight on them.

1. EE

Campaign: Not Her Problem

'Not Her Problem' is the latest instalment from EE's Hope United campaign, which previously attempted to tackle the issue of online racism during the men's 2021 Euros.

This time the campaign turns its attention to sexism. The uncomfortably stunning creative, created by Saachi and Saachi, shows how women footballers have enough problems to deal with every day - never mind having to put up with sexist comments.

From playing sports on your period through to gory injuries - these are the challenges that women expect to deal with while playing football. But no women should expect to be subject to online torment.

The tone of the ad is fierce and confrontational - and that's just what we need to get people talking and motivated about tackling online sexist hate.

The ad also ties in perfectly with EE's wider brand initiative, which aims to educate people on how to protect themselves from internet hate. The creative, the message and the brand purpose - it's a hat-trick for me.