Lovehoney scores with first pitch-side ad by a sexual wellness brand during a major England international at Lionesses’ World Cup qualifier

As England’s Lionesses faced Iceland, live on ITV1 on Saturday 18 April,  Lovehoney achieved a first with a high-profile pitch-side advertisement, marking the first time a sexual wellness retailer has appeared during a major televised England international fixture. The ad appeared during the Lionesses’ World Cup qualifier, in their significant 500th game.

The norm breaking activity follows Lovehoney’s recent headline-grabbing announcement that it will be exhibiting as the first sexual wellness brand to be at RHS Chelsea Flower Show, as the brand continues its mission to break taboos and normalise sexual wellness by showing up in unexpected, culturally significant spaces.

Off the back of the Lionesses’ incredible success as back-to-back European Champions and World Cup finalists, the fixture was expected to attract a significant UK audience of over 4 million viewers, with the added importance of it being their milestone 500th match.

Encouraging fans to “Scream Louder with Lovehoney” the match offered a powerful platform to engage audiences at scale during a standout moment in the UK sporting calendar.

Jo Connarty, global PR lead at Lovehoney, said: “At Lovehoney, we believe in celebrating confidence and self-expression, and ‘Scream Louder with Lovehoney’ is about tapping into that shared energy in a way that feels bold, playful, and unexpected. Our mission is to normalise conversation around sexual wellness and destigmatise the topic, and showing up in places we aren’t expected such as the Lionesses 500th match and RHS Chelsea Flower Show represents a huge step forwards.”

Customers can even bring a football home for a different kind of sporty fun with the football design ROMP X Amorana MVP PAT Clitoral Stimulator. One review claims “it is the best orgasm tool I have ever used.”

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