The Lionesses, England’s national women’s soccer team, celebrated their second consecutive victory in London with scores of fans lining the streets for a jubilant parade. The women’s team came from behind in the UEFA European Women’s Championship to beat Spain 3-1 on penalties and retain the title.

Club officials, advisers and investors told the Financial Times that the tournament, which featured record prize money of €41mn as well as record attendances, could win over more fans, attract brands and ultimately investors to the women’s game.