From grassroots to groundbreaking sustainability goals: Why E.ON is so proud to be backing the Lionesses while powering the future of football

As England’s Lionesses prepare to roar in this evening’s clash against Sweden, E.ON stands firmly behind them – not just as fans, but as proud partners in progress.

At E.ON, we know football greatness doesn’t begin under stadium lights.

It starts on muddy pitches, in local parks and on community fields where dreams are born.

The Lionesses’ journey to the top is a testament to the power of grassroots football, and we’re honoured to back both the players lighting up the beautiful game — and the young girls ready to follow in their footsteps.

In one of our latest campaigns, The Pass, we shone a spotlight on young female players who share a truth that can’t be ignored.

Up-and-coming players from grassroots clubs had one message in the video that went with the promotion: “Without grassroots football, there are no Lionesses.

This is why the E.ON Next partnership with England Football is providing grassroots clubs with the tactics to save energy off the pitch and empower them on it.

But there is still far more to do.

We need sustained commitment because it’s more important than ever to keep backing grassroots football so the next generation of Lionesses can be ready to play.

In short, every world-class player starts as a kid with a ball and a big dream.

That’s exactly why we also launched the Greener Game initiative in partnership with The FA – to ensure local clubs have the energy and support they need to keep those dreams alive and growing.

Backing the Lionesses and supporting the future

We’ve seen firsthand what it takes to reach the top — dedication, resilience and skill.

But all of that starts on the pitches of grassroots clubs across England.

Through our partnership with The FA, we’re not only cheering the Lionesses on – we’re helping lay the foundation for the next generation of stars.

Our Greener Game initiative is part of E.ON Next’s ongoing collaborative project with The Football Association, and it’s now well into its first phase. 

Launched in November 2024, the programme is investing £1.5million annually into grassroots clubs, supporting them with sustainable upgrades including solar panels, energy audits, battery solutions and expert guidance to cut energy costs and carbon footprints.

The result?

Clubs can potentially save thousands of pounds a year – cash which can be reinvested into kits, coaches, facilities, and most importantly, players.

From Dorset to County Durham, 32 sites have already completed audits, with more joining every week.

More than 100 clubs have received free energy monitors and timers.

And the pilot clubs alone are estimated to be saving up to 25% on energy bills.

Every watt saved is another chance for a girl to train, a team to thrive and a community to grow.

As former Lioness Anita Asante put it, this programme is about “empowering clubs to take small yet meaningful steps towards sustainability” — because football’s future depends not just on talent, but on the health of the communities that nurture it.

Way more than just a game

On Thursday night, Sarina Wiegman will lead her team into a stadium roaring with 26,000 fans – but she’ll also carry the voices of countless grassroots coaches such as Sarah Smith, and generations of young girls watching, hoping and believing.

As Sarina said when E.ON got her together with Sarah for a chat about the importance of grassroots clubs and local football: “It brings people together. Playing football together is fun – there’s lots of people getting involved and they learn about each other.

“It changes society too. It’s just a positive change in society – having examples, having idols now: female idols girls can look up to… and boys, by the way, too.

“It actually doesn’t matter what you do, but it’s the participation – being part of a community that brings you joy, gives you social connections… it’s so much more than football.”

That’s why we’re not just wishing the Lionesses luck – we’re investing in the future they represent.

We believe in a world where every girl who laces up her boots has access to safe pitches, brilliant coaches, and clubs that are built to last.

So, from all of us at E.ON: good luck, Lionesses.

We’re behind you – every kick of the way.

And to every young girl with a dream? We’ll keep the lights on, so you can keep playing.

To learn more about the Greener Game, click here.