Ella Toone has launched a new creative agency aimed at helping women footballers become household names.

Together with co-founder James Marshall, Amicizia Studios will produce Toone’s own content while also connecting players with potential brand partnerships, marketing campaigns and production opportunities.

The agency will offer services including content development, creative consultancy and PR to connect women’s athletes with brands.

Toone is a baller who’s well aware of the power of her brand. In 2023, she became the first Lioness to trademark her own name and launched the ET7 brand. She also runs her own academy for young girls under her brand’s umbrella.

Over half of the players in the Women’s Super League (WSL) don’t have a brand sponsorship, so it makes sense that one of the league’s biggest names is helping to bridge that gap.

Toone has been making waves on the pitch for years, but this move could have a lasting impact beyond her playing career.