England and Manchester United player, Ella Toone, launched her own creative agency last month aimed at helping women promote their own brand.
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 and opportunities.
Over 50% of Women’s Super League players are currently without sponsorship and lacking opportunities. Amicizia is aiming to shift that landscape.
In its vision statement, Amicizia says, “We’re not just here to get players a few deals, we’re here to build them into household names, showing off their personalities, getting them the recognition and the proper fees, they deserve.”
In 2023, Toone trademarked her own name, launching the ET7 brand which included her own academy for young girls.
Together with close friend and fellow footballer, Alessia Russo, Toone is also one half of a hugely successful podcast series – The Tooney and Russo Show – which has now been broadcast on BBC Television.
Marshall said: “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.”