The 90s era of football celebrity had Posh and Becks, sultry Calvin Klein ads and trendy tracksuits – and now, the newest face of the sport has brought with her 17 million Instagram, a sultry Tezenis campaign and a history-making ‘couple transfer’ never before seen in the game.
At just 26, Juventus FC forward Alisha Lehmann has become a global sensation thanks to her knockout looks, high-profile love life, and impressive endorsement empire that rivals that of the Inter-Miami president.
The Swiss star, who is set to face Spain tonight in a pivotal Women’s Euros quarter-final, is known for embracing full glam on and off the pitch – demonstrating that athletic excellence and femininity can go hand in hand.
Born in the small town of Tägertschi, Lehmann, who has accumulated 60 international caps so far enjoyed a rise to stardom which has been nothing short of meteoric.
With her tattoos, signature platinum blonde hair, and off-pitch persona, it’s no wonder fans have dubbed her the female David Beckham.
Like Becks in his prime, she’s blurred the lines between athlete and celebrity – and brands can’t get enough.
After her early years at FC Konolfingen, Lehmann signed her first professional contract with BCS YB Frauen in 2016.
She spent two years with the Swiss team before transferring to West Ham United Women.
Alisha Lehmann has become the female David Beckham with lucrative brand deals, underwear campaigns and romances with fellow footballers
The 26-year-old also had a half-season loan stint with Everton in 2021, before making a permanent move to Villa in the summer.
After spells at the prestigious football clubs, the forward found fame not just for her skills on the pitch, but her striking appearance and confident social media presence.
She’s since turned her image into a global brand, racking up partnerships with Adidas, EA Sports, and even launching her own fitness and fashion lines.
Meanwhile, she has also been snapped up by underwear brand bikini brand Tezenis for an international campaign.
Lehmann revealed news of the partnership with an Instagram post – featuring herself wearing a red bikini.
In a video upload, the sports star could be seen sunbathing before she took a ball from a bag and started doing kick-ups.
‘Same energy. Different uniform @tezenisofficial,’ she penned.
While with Villa it is said that Lehmann was earning around £160,000 per year, sponsorships with Adidas and EA Sports likely helped bolster her earnings further.
The Juventus FC forward has become a global sensation thanks to her knockout looks, high-profile love life, and multi-million-pound endorsement empire that rivals that of the former English professional footballer
She recently turned heads with a Valentine’s Day lingerie campaign for Tezenis Underwear, signalling a possible move into the world of modelling alongside her football career
She previously dated fellow Juventus star Douglas Luiz – pictured – but they have reportedly ended things
Alisha warming up during UEFA Women’s Nations League match between Switzerland and Spain in 2023
With more than 17 million followers on Instagram, the Swiss professional footballer is the most-followed female footballer in the world, and she’s not shy about flaunting her glam lifestyle
While with Villa it is said that Lehmann was earning around £160,000 per year, while sponsorships with Adidas and EA Sports helped bolster her earnings further
In addition, reports suggest the sports star secured a lucrative endorsement deal with sports drink brand Prime, reportedly valued at more than £928,000, according to The Sun.
While the specifics of her contract with Juventus remain undisclosed, estimates from early last year placed her net worth at approximately £1.9million.
And footie isn’t the only skill the athlete possesses for future career prospects.
‘I wouldn’t say that working as a model was on my bucket list, but it is certainly cool and it is definitely a change,’ she told a recent interview with 20 minutes.
‘I always feel confident in front of the camera. That’s why I really enjoy modelling. And when you work with different people, you can always learn something. I wouldn’t say that I’m a model, I’m a footballer.’
Brand expert Hayley Knight revealed she could also rake in ‘anywhere from £20,000 to £60,000 per sponsored post’ on social media thanks to her mega following.
S’While Beckham built his empire through a mix of footballing success, fashion, and celebrity culture, Lehmann represents the next evolution: a footballer whose digital presence drives immense brand value,’ she told FEMAIL.
‘With that kind of following, brands will be paying her anywhere from £20,000 to £60,000 per sponsored post — and a great deal more for global advertising campaigns.
Lehmann (right) had previously dated her national team-mate Ramona Bachmann (left) in the past
Bachmann (left) played for Chelsea as a striker, while Lehmann (right) played for West Ham at the time
‘Recent deals with Adidas, EA Sports, and Guess showcase her intense pulling power.
Add in her beauty, fashion and lifestyle endorsements, and her off-pitch earnings are likely well into six figures annually – and increasing quickly, exceeding £1 million if she continues this trajectory.
‘For comparison, Beckham’s brand was valued in the hundreds of millions at its peak, and in today’s influencer economy, athletes can fast-track to similar fame.’
However the expert did acknowledge the gender pay gap in football, meaning she might be paid less on the field – but could rack up her earnings off the pitch with brand deals.
She added: ‘What’s different from Beckham, is the speed and scale. Lehmann has been able to use social media to attract a global audience beyond football fans, and build an online empire away from the pitch.
‘She’s smart, and if brands are too, they’ll recognise she’s not just a face of women’s football, but an icon in the making.’
But it’s not just her football or photoshoots making headlines – her love life has also kept fans glued.
The beauty previously dated Swiss teammate Ramona Bachmann, making them one of football’s most talked-about power couples.
She has received widespread praise online and is often a target for autograph or selfie-hunting fans at games who are keen to meet the players
After spells at the prestigious football clubs, the forward found fame not just for her skills on the ball, but her striking appearance and confident social media presence
While with Villa it is said that Lehmann was earning around £160,000 per year, while sponsorships with Adidas and EA Sports helped bolster her earnings further
Much like Beckham redefined what it meant to be a footballer in the early 2000s, Lehmann is expanding the scope of her role far beyond the field
The 90s era of football celebrity had Posh and Becks, sultry Calvin Klein campaigns and trendy tracksuits
Their relationship was documented in BBC Three show Britain’s Youngest Football Boss.
They first met in 2018 when Lehmann played for West Ham and Bachmann was at Chelsea. Three years later, they began dating.
Lehmann told Marca: ‘It’s 2025. I think everyone can date whoever they want and be with whoever they want.
‘It’s important to open your mind and stop seeing this as a problem and instead see it as progress.
‘Be who you are and who you want to be. Love is love. It’s simple.’
The relationship only ended up lasting a year but Lehmann was then linked to Brazilian ace Douglas Luiz shortly after the split.
The Swiss star first began seeing him back in 2021 before a break-up – however, the romance looks to have been rekindled at the start of 2024.
Since then, the couple had enjoyed a close relationship and both sealed a move to Italian giants Juventus during the summer window last year.
Luiz joined from Aston Villa for £42.4 million having emerged as one of the best midfielders in the Premier League. Lehmann followed suit just seven days later, also moving from Villa.
Juventus reportedly paid £60 million for the pair and Lehmann revealed it was a joint decision. It was the first ‘couples transfer’ of its kind.
According to Gazzetta dello Sport, Lehmann and Luiz split some time ago and the pair are seen having different futures with Juventus.
Despite her lack of game time, Lehmann is expected to remain at the club, with the Swiss international contracted to the club until 2027.
Much like Beckham redefined what it meant to be a footballer in the early 2000s, Lehmann is also expanding the scope of her role far beyond the field.
She has received widespread praise online and is often a target for autograph or selfie-hunting fans at games who are keen to meet the players.
As a result, home nation Switzerland have revealed that Lehmann has been given added protection as the tournament reaches the knockout stages and interest is ramped up even higher.
‘We always ensure that the safety of the players is our top priority in all stadiums,’ Sven Micosse, press spokesperson for the Swiss women’s national team, told Swedish newspaper Aftonbladet.
‘This is organized by UEFA during the tournament, and our head of security is always on site.
‘After the matches, he is always there when the players approach the fans, and due to Alisha Lehmann’s fame, he sometimes accompanies them a little further.’
Lehmann has been giving her followers a behind-the-scenes look into life at the Euros away from the pitch, as she embarks on sight-seeing trips and days off with her team-mates.
This week, she shared a snap alongside two fellow Switzerland players, donning a crop top, cap, sunglasses and three-quarter length trousers, giving her followers an insight of what the players are up to when not on the pitch.
Bild have reported that a ‘man in a suit’ often appears near Lehmann, focusing on her safety as the head of security at the Swiss national team.
He is said to make sure she is safe as fans shout and hunt for photos and autographs after training and at games.
