Nike are the England kit supplier and most of the women's squad players already had sponsorship deals (Nike or otherwise) in place before the Euros. The "names" have all been offered new deals to extend contracts etc by their sponsors or are running down their old contracts in favour of new offers now.
Ella Toone is a Nike sponsored player, they use her Instagram account for photoshoots and she's got her own range of recommended sportswear with them. They've used several of the England players in campaigns this week. Russo has just done an Adidas-Gucci range photoshoot.
I'm not sure if Nike are interested in anything more subtle than Instagram view count and click throughs. That said, yeah, I'm so old that the whole concept of influencers and Instagram "famous for being famous" celebrity is completely lost on me - but that's not just when it comes to sportswear