The UEFA Women’s Euros 2025 is officially underway, with millions tuning in around the globe. England fans are holding onto hope as the reigning champions, the Lionesses, look to bounce back after Saturday’s defeat to France.

Their unforgettable victory in 2022 helped ignite a surge in visibility, investment, and cultural relevance for the women’s game. But what’s happening off the pitch is just as significant.

This year’s tournament is shaping up to be a turning point for women’s football, but also for the future of sport as a purpose-led, commercially powerful industry. With record-breaking sponsorships, expanded global broadcast deals, and purpose-led brand campaigns, the 2025 edition signals a major shift: women’s sport is no longer a side story; it’s becoming the main event.

A commercial revolution: Sponsorship surge to €32.5M

UEFA is gearing up to bring in around €32.5 million in sponsorship revenue for the Women’s Euros; that’s more than double what they made back in 2022. The leap reflects UEFA’s 2018 decision to unbundle women’s football rights, giving brands the chance to back the women’s game directly. It’s without doubt a game-changer; a move that’s attracted big names like Amazon, Visa and Euronics, along with over 20 other sponsors across different levels.

According to Ampere Analysis, 76% of European sports fans now watch Women’s Euros matches live, up from 53% in 2022. And fast-moving consumer brands are taking notice: viewers are 53% more likely than the average sports fan to purchase snacks and groceries.

Broadcast boom: parity in visibility

For the first time, BBC and ITV will share UK coverage, with ITV airing key knockout-stage games and the final. The BBC will broadcast three of the four quarter-finals, and ITV will have first pick of the semi-finals. The final, which takes place on 27 July, will be available on both channels.

This shift signals growing parity with the men’s game, in terms of viewership but also in broadcasting investment and editorial presence.

Prize money and player pay: the stakes rise

UEFA has also raised the prize pot to a record €41 million, up 156% from 2022. Each team is guaranteed a €1.8 million base fee, with performance bonuses up to €5.1 million. Importantly, players are now guaranteed 30–40% of prize distributions, a structural shift towards fairness that mirrors recent reforms in the Women’s World Cup.

Purpose in practice: ESG-led campaigns

What’s also exciting is how sponsors are stepping beyond passive logo placement to deliver campaigns with real social impact. Lidl is promoting sustainable eating habits both in-stadium and across its wider marketing, tying food culture to environmental awareness. Dove, meanwhile, is tackling body confidence and self-esteem through live initiatives designed to reach young fans — a powerful example of brand purpose in action.

These efforts reflect a broader shift in values. UEFA’s “Unstoppable” strategy puts inclusion, mental wellbeing, and sustainability at the core of the women’s game, and the brands aligning with it are helping reshape what sports sponsorship can mean in 2025 and beyond.

Following England’s historic Euros victory, retired captain Jill Scott reflected on a noticeable shift in how women’s football is being supported off the pitch, through campaigns and advertisers staying on board for the long haul. Speaking at The Media Leader‘s Future of Media event, she highlighted a key difference this time around:

“We were always having to use this energy, go back to club games, try and raise it again for the next tournament and then it would go back down,” Jill said. “But I think after this tournament the main thing is that the media and the brands seem to be staying on board with us.”

That continued support matters, not just for visibility, but for long-term growth. Tottenham and England forward Bethany England echoed this sentiment at Mad//Fest, in conversation with Newsworks:

“Short-term investment isn’t sustainable in the women’s game. Investors need to know it’s not going to be an easy ride but you’re in it for the long haul to sustain the sport and help people achieve their dreams.”

Host cities, ticket sales and impact

With more than 600,000 tickets sold so far — surpassing the previous tournament — UEFA expects attendance to reach around 720,000.

35% of ticket holders are international fans, including more than 61,000 from Germany alone. With over 120 countries represented, the Women’s Euros has become a global celebration, and a major economic driver for host cities.

What’s next: A billion-euro ecosystem

Deloitte predicts that women’s sports revenue will surpass $2.35 billion in 2025, with football leading the charge. This represents a remarkable 240% increase over four years, with revenues rising from $692 million in 2022 to $1.88 billion in 2024. This is no small matter.

From professionalisation and prize parity to brand alignment and broadcast investment, the Women’s Euros 2025 is a case study in how sport, business, and purpose can move in step. This is a year that marks a tipping point in the professionalisation of women’s sport, and we’re here for it.

The question now isn’t whether women’s football can generate commercial value — it’s how far it can go.

Get watching: What games are coming up first for the Lionesses?

England is in Group D, alongside France, the Netherlands and Wales — it’s been dubbed the “Group of Death” because it’s packed with strong, competitive teams, and arguably one of the toughest groups in the tournament.

Here are some of the early must-watch games:

  • France vs England – Saturday 5 July, 20:00 BST in Zurich
  • England vs Netherlands – Wednesday 9 July, 17:00 BST in Zurich
  • England vs Wales – Sunday 13 July, 20:00 BST in St Gallen

Wales face Netherlands in their opening game and will next take on France before travelling to face England on 13 July. Not to be missed!

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