Three suitcases stacked on an airport trolley, smiling through the jet lag, Sam Kerr was photographed arriving at a London airport last weekend.

Unlike with landmark international signings in the men's game, there were no waiting paparazzi, no Sky Sports presenters lurking outside training grounds or any gathering of journalists at a shirt presentation. It was just Chelsea's media team there to capture the moment their new striker touched down. But do not be fooled, the potential impact of Kerr joining could be seismic in the evolution of women's club football in this country.

Since then, Chelsea's marketing on social media has been almost exclusively Kerr content. A video of Kerr strolling onto the training field at their Cobham base for the first time; Kerr beaming during warm-up drills; Kerr with the ball at her feet; manager Emma Hayes with her arm draped around Kerr; Kerr in her first team photo.

If 2019 was a turning point for the women's game, one obvious lesson learned was that the star power of individuals can boost the collective profile of the sport. Megan Rapinoe went from well-known athlete activist in the US to worldwide phenom. Lucy Bronze and Ellen White gained household recognition in this country. Dutch star Vivianne Miedema sent Twitter into a frenzy thanks to a six-goal game for Arsenal last month. Female footballing faces on the back pages and on magazine covers during and after the World Cup turned into record-breaking viewership and crowds – and Chelsea have taken note in their marquee signing.