At Relish, we believe in the power of sport to shape culture, drive connection, and inspire change. That’s why we partnered with our sister agency, RED C, to launch our second study exploring the evolving landscape of women’s football in the UK – before, during, and after UEFA Women’s EURO 2025.
This isn’t just about numbers. It’s about understanding the emotional resonance, cultural impact, and commercial potential of the women’s game. And the findings? They’re game changing.
A Tournament That Redefined Expectations
UEFA EURO 2025 broke barriers beyond the record-breaking EURO 2022 tournament. With a cumulative global audience of 500 million and 29 out of 31 matches in Switzerland sold out, the appetite for women’s football has never been stronger.
But it wasn’t just about attendance. Fans engaged more deeply and diversely than ever before. From WhatsApp diaries with core fans to nationally representative surveys, we saw how storytelling, accessibility, and a winning atmosphere can create sustained audience connection.
Creating memorable moments for fans
Over half of fans watched the EURO 2025 tournament at home, from watching with friends and family, hosting viewing parties or watching alone. Brands have opportunities to build meaningful relationships via the at home experience; branded content hubs, interactive watch parties or partnering with retail / FMCG brands to offer at home matchday essentials.
For those fans looking for a more traditional out of home experience (which for the EURO 2025, out of home viewing was higher than expected), brands also have opportunities to create lasting memories of creating immersive branded fan zones which are inclusive and family-friendly, but also exciting, entertaining and electric.
The tokenism gap: A need to get sponsorship right
We found that England football fans felt that some marketing efforts during the EURO 2025 tournament were inauthentic. However, there is a strong expectation that brands must continue their involvement post-tournament. This is where the ‘tokenism’ gap emerges.
When brands are seen as authentic, engaged England football fans show a purchase likelihood almost 2.5x stronger than that of the average football fan. Understanding your audience and creative approach (through campaign testing and research), can help deliver genuine, resonant messaging and stronger return on investment.
Storytelling through relatable player content
Our pre- and post-EURO 2025 data shows the tournament made significant strides in shifting perceptions of the women’s game. But a new challenge is emerging: how do we maintain the inclusive, welcoming spirit while also showcasing competitiveness and elite performance?
The answer may be revealed in how brands tell their stories. Relatable, player-driven content can help shape public perception and elevate the women’s sport narrative – without compromising on quality or ambition.
Get in contact with lara@wearelish.com or linford@wearelish.com now to hear the full report and how we can help your brand lead the way in women’s sport.
