EXCLUSIVE: Lucy Ward on England's run to the EURO final & Leeds' chances of staying up

  /  autty

It was a moment of pure relief for the former forward turned broadcaster, which ITV shared with the world after the Lionesses eventually battled past Italy to reach the final, once again not knowing when they're beaten.

"I forgot that the camera was there because we were right into the game!" Ward tells Flashscore, clearly still beaming from Tuesday's dramatic semi-final.

"I needed to put the GoPro out there, and then you sort of see it and think, 'Oh, I just need to make sure I don't swear off the mic or whatever it is'.

"But I literally thought that the game had gone. I literally thought there's no hope now. Even watching Sweden, I was thinking, 'Yeah, we might have a chance'. (Against Italy) I just thought, 'This is not going to happen'.

"So I think that reaction was probably everybody's reaction. The corner into the side netting, the disappointment, not long left. So I think you can see from the reactions what that meant."

The rise of social media in football and sport in general has given individuals a greater connection with the teams and players they love, and in this case, showcases raw emotion during incredible moments.

For Ward, despite working her way up to commentating on the biggest stages - both in men's and women's football - it hasn't always been a vehicle of positivity.

"It is pretty difficult," Ward admits when quizzed about managing online criticism.

"I use Twitter, X quite a lot for my research, and I follow a lot of good people who say a lot of good things. But the same with everything - it's always got a bad side, but I tend to mute people. 

"Anybody who says anything negative, you just don't need that. You don't need that in your life. And I say that to anybody, not just someone in the public eye.

"So that is quite good because if you block, then they know that you've seen it, and when you mute, they just keep talking away to themselves. And I'm sure some people have my tweets on a notification as well, because they're not bothered about me, or they think I'm rubbish, but then they're the first to react to anything that I say.

"But you get used to it, and it's quite sad as well to say that I get used to it. I think I've spent my life being a woman in what is perceived to be, particularly years ago, a man's world.

"I think social media makes it easier for people to get straight into your life. So you've got to limit that as much as possible, and it's mostly men who, when I look at them, look like they've never kicked a ball straight in their life.

"But you cannot think about things like that, and I don't really when I'm commentating on the games. I just think about my job. You tend to go into professional mode."

'Resilient' Lionesses

Thick skin has also been the theme for England throughout EURO 2025, with Sarina Wiegman and her team being made to think before a ball had even been kicked in Switzerland.

The England boss had to deal with the shock retirements of goalkeeper Mary Earps and midfielder Fran Kirby, while World Cup captain Millie Bright withdrew - all ahead of the squad announcement.

Then, they suffered a sobering defeat to France in their opening group match before being forced to mount late recoveries while trailing in both knockout games against Sweden and Italy.

"I'm impressed with a lot of things about the Lionesses and always have," Ward says of England's tournament.

"I think that this version of the Lionesses - they're comfortable in their skin of being reigning champions. I think that it gives them belief.

"And I think the younger players that come into the squad, sort of by osmosis, it transfers to them, because they've got the players who've been there and done that. And not just talking about international, I'm talking about club.

"You've got winners all over the place at club level playing high-pressure games. And I think they've got that confidence that even when they're not playing well, they think they're still going to win. That's what they think.

"You can tell, otherwise, we wouldn't have got the performances that we've had against Sweden and Italy. (I have been) pretty impressed with their resilience and the way that they just find a way to win."

READ MORE: Our preview of England and Spain's EURO final

England have battled their way into the Women's EURO 2025 finalIPA Sport / ABACA / Abaca Press / Profimedia

Of the 'younger players' touched upon, the aforementioned Agyemang has been thrust into the limelight despite having just a couple of months' worth of exposure on the senior international stage.

With England trailing against Sweden and Italy, Wiegman turned to the 19-year-old for a spark off the bench to save the Lionesses' campaign.

A spark was lit as the Arsenal forward netted decisive equalisers in both games, and Ward suggests Agyemang's relative anonymity served as a weapon for England.

"To people who are not following the WSL or have watched their team play against others, I think for them, she's a proper wild card. For other teams in the tournament, they have no idea about her, really, I would suspect as a whole.

"In terms of scouting, they might have watched, but right at the start when she's coming on and in the earlier games, I think (she was a) complete unknown. (The way) She looks, and speaks, and behaves on the pitch, high football IQ, very intelligent.

"It's easy to say she's raw, but even in the games that I've seen her, I think she's got better in general play. I think the first time she came on, she might have given the ball away or had a bad touch, but that didn't happen against Italy.

"I think Sarina (Wiegman) mentioned it in one of her interviews about introducing things into Michelle's game by just giving her little tips, and she just takes it on board. Now, that's the sign of a good player. You don't need to tell them twice what you want them to do, technically.

"She could've absolutely been wild at the last two goals that she scored. The second one (against Italy) had a lot of power, but still had that composure, and that just shone out to me.

"But what an absolute revelation. She sort of made it onto the international stage, you would argue, before her own club."

Stay the course

On paper, Agyemang's enormous impact, coupled with the quality and experience of Chloe Kelly and Beth Mead, could force Wiegman into a selection dilemma against Spain on Sunday.

Yet Ward believes the decision is simply a case of keeping a winning formula and only making tweaks where necessary, with Lauren James' fitness the main concern at present.

"I think Sarina makes as limited changes as she can in terms of fitness," she states confidently.

"That's not my opinion, that is a fact about Sarina Wiegman, and you can't argue with what she's done! She tries to keep things the same as much as possible.

"We may argue that the subs could've come sooner, but again, absolutely zero argument because it's worked. So I do think, unless she has to replace Lauren James, for instance, I don't think she will.

"I think that Agyemang will definitely not start. I think she'll use her like she did (Alessia) Russo in EURO 2022. 

"The only one you could probably say is maybe Beth Mead or Chloe Kelly coming on or replacing Lauren James if she's not as fit as she could be."

READ MORE: Agyemang leads youthful charge for England at Women's Euro 2025

Spain will present the biggest of challenges for the Lionesses, but that is something they will clearly already know.

La Roja have been the unanimous team to beat, and they will feel they have the edge after taking down England in the 2023 World Cup final.

Plus, the formidable Barcelona trifecta of Aitana Bonmati, Alexia Putellas and Patri Guijarro in midfield would send shivers down the spine of any team.

But England could have a trick up their sleeve in the form of Keira Walsh, who spent two-and-a-half seasons at Barca, to potentially spill the beans on where they could be targeted.

"She played there, she knows those players, that trio of Barcelona midfielders very well," Ward explains. "But I do think that this England team as a whole are very, very familiar with Spain.

"I think there's a rivalry that's not really been there before. It's probably the rivalry, the two best teams in Europe and probably the world at the moment. But it is all about disrupting, as they're perfect. 

"I think the player of the tournament so far has been either Guijarro or Putellas from Spain, just because they've been (so consistent).

"Bonmati, Putellas and Guijarro, their purpose is to keep the ball and move, move themselves all positional, all in relation to each other, stuff that they've grown up with. That movement and knowledge of each other is second to none in any football.

"I think that England have the capacity to do what Switzerland and Germany did to them, and that is frustrate them and physically get close. 

"But I think Keira Walsh, she'd probably say, 'I don't need to tell this group anything about these'. But it might be little bits about where each of them likes to be, where they want to be at different points."

Two years is a long time in football, but that lone Olga Carmona goal will still be fresh in the minds of the England contingent heading into the Basel finale.

Spain have since continued their trajectory into a possession-dominant side, and Ward believes England have to take care of the ball, otherwise they will be punished ruthlessly.

"I think probably understanding how valuable it is to have possession of the ball and how they manage that possession, because you don't see it for a while against Spain. Quite a lot of teams don't. 

"They struggled to impose themselves in possession by having it. They just reacted and were quite reactive, and punished when they lost possession for the goal when Lucy Bronze came across and lost it. 

"As soon as you're out of shape, that's it. Spain are absolutely perfect at hitting. 'Where is the space? So, if she's there, that means that she's not there, so let's hit'. Not very easy to do, but it's simple.

"They need better rotations, they need to make sure that they're in space and be more confident with the ball. I think (England) probably lacked the belief that I'm talking about that they've got now in that final.

"Since then, the players have played in more tight, high-pressure games for club and country, and I think the Nations League has helped that. You're playing games against good (teams).

"I think they're probably a little bit sharper tactically as well. They've not shown it as much in this tournament, but they are more composed in possession. When they beat Spain at Wembley (in the Nations League), we saw that, and the mentality is absolutely second to none."

'Leaps and bounds'

Interest in England's journey to the final has increased throughout the tournament, with their semi-final win over Italy delivering record viewing figures in the UK.

A peak audience of 10.2 million tuned in to watch Chloe Kelly convert a penalty rebound in the late stages of extra time, with serious popularity among adults and in the 16-34 age range.

Evolution in the women's game, in general, has continued to surge, and Ward believes the landscape of the sport is "night and day" compared to her playing days.

"Massively," she says when asked about the sport's growth. "When I played, there was even a generation before me that also played or tried to play when it was banned.

"I think that this England squad appreciate that - you're standing on the shoulders of others who've been through the hard times.

"People thought I was weird! Where I live, I was known as the girl who played football... There were probably only a couple of other girls playing, then they stopped playing when they reached secondary school.

"So, it's night and day between then and now. And I think the more money that comes in (helps). I think the WSL is probably one of the best leagues. We're the top two in the world. International players want to come and play. It really has come on in leaps and bounds."

And as with all institutions, there is always scope for improvement, with Ward emphasising the importance of maintaining a focus on the grassroots level - the crux of a stable football structure.

"There's things that could improve, and I think that the FA are trying to do that, and this new company coming in and taking charge, it needed that. It needed something that would take it to the next level and so that the FA can concentrate on the grassroots, which is so important.

"I read a piece that said the Spanish team is built from the bottom up and the English national team from the top down, with the concentrated efforts on the better, elite players. There's arguments for both, but it's worked for both. 

"But I think now, we need to create more players. There's not enough players, and obviously that starts at grassroots, that starts in schools. That's getting there, but it just takes years for things like that to come to fruition.

"But it is so important that enjoyment in football is looked at, that money is put into players, facilities, and referees, because that'll just produce the players eventually of the future and that's what you want.

"You want to keep it coming but also in a bigger volume, because it's not just about the top level, it's about, 'let's fill the leagues. Let's make more teams. Let's make more leagues so more women are playing', so anybody can enjoy it, whether you're good, bad or indifferent."

Record attendances have been set at Women's EURO 2025ALEXANDER HASSENSTEIN / GETTY IMAGES EUROPE / Getty Images via AFP

Before moving into broadcasting, Ward spent 17 years at Leeds United working in the club's academy as the head of education and welfare.

With an awareness of coaching at that level in professional clubs, she feels there is currently a lack of quality, and calls for the employment of more coaches with hands-on experience in the game. 

"I also worry a little bit about the quality of the experience," Ward adds.

"I know that the FA are trying to develop more coaches. At the top end of academies, I worry about the quality and the experience of the coaches at that age group.

"Diversity is brilliant in every aspect, but coaches who purely learn the game from a book or online and don't have that lived experience or knowledge at that particular age group from 16 to 18 to first team, I think, is key.

"I just think at that age group, it's terrific to have younger coaches in there who maybe have not played, but they're interested in it. But I do think at that level, you need a bit of experience.

"Quite a lot of the FA courses teach to coach the same or similar because that's the way you pass, and you need to get the additional stuff from elsewhere.

"That frustrates me a bit because I think there's a lot of talent out there or people with experience, who would be better fitted at that sort of age group into the first team."

But, whatever gaps may still exist, the strides made over the years must be acknowledged and appreciated, particularly financially.

History was made only recently, with Canadian forward Olivia Smith becoming the first £1 million transfer in women's football after her switch to Arsenal from Liverpool.

Ward hails the move as a "landmark" occasion but is wary that too much cash in the game threatens to create an imbalance, especially in the WSL.

"Certainly a landmark move for the WSL and the women's game in general," she reflects. 

"It obviously shows serious investment that you've got teams believing in young talent.

"But I think it raises questions about sustainability because that's so important. If all the big fees outpace what's coming in, then we are risking a two-tier league, and some would argue that it is a two-tier league at the moment. I think that could be made significantly worse if that is the case.

"You have to protect the WSL's competitive balance. Maybe (with) financial fair play, proper support for smaller clubs. So if you are taking a young talent away from a club that's developed them, then you get fair compensation.

"Certainly, it's a step for change, but only if the structure around it grows with that ambition and the fees that we're talking about."

Leeds must be ready for the Premier League

And it wouldn't be right to not ask about Leeds, with Ward playing for the women's team for a large chunk of her playing career.

The Whites surged back into the Premier League as centurions while pipping Burnley to the Championship title.

However, the recent theme for promoted sides has been instant relegation, with many struggling to get a foothold in the top tier.

"It's just become so much more difficult," Ward says of Premier League survival.

"We saw it last season, didn't we? It just seems to be going into a theme that it's more difficult to survive if you're a team that's come up.

"The club's decided to stick with Daniel Farke, who'd done brilliantly in the Championship. I think recruitment is the be-all and end-all. If you ask me what makes a good manager, I'd say good players, which, up to a certain point, is very true.

"You need leaders. I've noticed that they seem to be concentrating on physically able, strong runners, defenders in their initial recruitment. Players need to be Premier League-ready ready and that's one good way of doing it.

"But it obviously has to make a sensible financial risk, which isn't easy. You need a style, and I think he's got a style of play that needs to be defined, but it needs to be adaptable.

She adds: "I look at the example of Southampton, who were terrible at times last year. They didn't quite get the recruitment right, but more so the fact that they didn't shift away from what worked in the Championship. 

"I also think that sort of unity that Leeds had last season. There's a real balance between bringing in new and better players, but also keeping the core of the ones that got you there. Off the pitch, it's miles better than it's been for a long time.

"The Premier League is just not for the faint-hearted. Even if you're fully prepared, you can be punished.

"I'm sure Leeds are going to be (prepared)... It's just which team are you going to target that you're going to finish above? I think that's the key, and it's very tough."

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