Hopes are high at the Football Association that England's impressive World Cup showing can spark a sustained surge of interest in the women's game.
Mark Sampson's team have reached a first ever World Cup semi-final after impressive wins over Norway and home nation Canada, and will face reigning champions Japan in the early hours of Thursday morning UK time.
And Kelly Simmons, FA director of women's football, told BBC Sport: "It feels like the nation has fallen in love with the Lionesses.
"It's a tipping point as many millions have got behind them.
"Everyone is really proud of the England Women's team, awareness levels have never been higher surrounding the quality of women's football and all the work that has gone into helping them get where they are now - which is competing at the very top."
That assessment was confirmed by full-back Lucy Bronze, who told FATV: "My phone's going pretty crazy at the minute."
Bronze has been instrumental in England's run, scoring a superb long-range winner in the last-16 clash with Norway before heading England's ultimately decisive second goal against the hosts.
And she added: "To be the first England Women's team to make the semi-final of the World Cup is unbelievable.
"We know we are one win from a final and it's just crazy to even think that we could potentially win the World Cup."
Sampson is dreaming of just such an outcome, but is well aware of the task still facing his side - if they beat Japan, either Germany or the United States will be waiting in the final.
He told Sky Sports News: "Well look, we are still in there fighting. There are a lot of teams that have gone home.
"There are only four left - three of the best teams in the world and England - so we are in a place where we have only got to win two matches to make history and create a real special moment in England football's history and a special moment for this team.
"That's the mission: two wins, and when you put it like that, it doesn't seem much. But it's two wins against potentially two great opponents.
"But the team has been great up to this point. They will really be ready to go for Wednesday (local time), they will be really fired up, really focused, really concentrated."
Sampson is expecting to have Karen Bardsley available, with the goalkeeper progressing well after an allergic reaction forced her substitution against Canada.
Source: PA
