Ahead of the UEFA women’s Euros final between England and Spain, PRWeek speaks to Lisa Parfitt, former managing director of Engine Sport, who is now co-founder of The Space Between, a creative marketing agency specialising in sport and entertainment. Parfitt is also a director at Women in Football, an organisation that is driving gender equality in the game.

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Speaking to PRWeek UK deputy editor Siobhan Holt, Parfitt chats about the brand campaigns that have stood out to her during this year’s tournament. She also offers her analysis of the trends, such as purpose-led work. 

Separately, she discusses online hate in sport and how organisations such as Women in Football and The FA are challenging discrimination, as well as sharing her views on the future of anti-racism gestures like taking a knee before matches.

In the episode, Parfitt explains how an evolving media strategy can build consistent momentum between tournaments, as well as which of the Lionesses could be ‘influencers to watch’, and what the lessons are for comms professionals looking ahead to tournaments such the men’s FIFA World Cup 2026. 

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