Kelly is a marketer’s dream in so many ways. On the pitch, she provided game deciding contributions in all of England’s Euro 2025 knockout matches – her crosses led to both goals against Sweden, she bagged the winner versus Italy, and she assisted Russo’s equaliser in the final.
All of this was done in substitute appearances. And that’s before you get to the winning penalty.
Off the pitch, she is popular with fans – as well as topping the BBC Sport audience ratings against Sweden and Spain, Kelly is now the most followed Lioness on Instagram.
Having had 75,000 followers before Euro 2022, she now boasts 1.2 million fans on social media, surpassing Arsenal and England team-mate Leah Williamson.
However, many of those fans might be surprised by her choice from the barbecue.
“When we lived together in lockdown, we did BBQs in summer,” added MacIver. “She likes a BBQ banana with nutella.
“We had a great time in lockdown to be honest. One week we did a quiz with the Lionesses and somehow won. People thought we cheated, but we didn’t!”
MacIver and her partner lived with Kelly and her husband, Scott Moore, in the house during lockdown, and the Scot called him a “great guy” and said the couple are “very much in love”.
Kelly’s popularity was further boosted when she went viral during the quarter-final after TV cameras showed her taping up her shin pads.
One featured her kissing Moore on their wedding day, while the other had an image of their pet dogs.
“Otis and Rolo at the wedding in their little tuxes are on one shinpad and me and Scotty at the wedding are on the other which is really nice – bringing my life off the pitch with me on the pitch,” Kelly said before the final.
“They are my dogs but they are people to me, they are my little boys with me along the journey, and of course Scott who is with me in the ups and downs.”
It was their wedding anniversary during the Euros. Kelly said roses were provided in her room at the England camp, while she and her husband were able to spend a few hours by the Swiss lakes together.
That, according to Kemp, is just as important to brands as the penalty Kelly smashed home at 68mph in Basel.
“It is wonderful to see her on the front of every newspaper, but it is almost bigger than that,” she said.
“It is tempting to say Chloe Kelly is the next David Beckham, but this is more than that – this is an entire new playbook, a new movement.”
