Return to flip book view
Message TOURNAMENT SUMMARY
Women’s EURO 2025 delivered a feast of attacking football, with an unprecedented 106 goals scored – surpassing the previous record before the semi-finals had even kicked off. Eventual winners England set a new marker of their own, becoming the first team to feature 11 different goalscorers in a women’s final tournament. Drama filled stadiums all over Switzerland, with five of the seven knockout games needing extra time or penalties to separate the teams.A total of 657,291 spectators attended the tournament, exceeding the previous record of 574,875 set in 2022. For the first time in tournament history, average attendances per game topped 20,000, with more than 160 nationalities represented. Beyond the stadiums, 1.2 million people experienced the atmosphere in fan zones, while 412 million fans watched live TV coverage worldwide, as part of a cumulative audience of over 500 million across all programming.FOOTBALL: GOALS GALOREFANS: RECORD ATTENDANCES657,291 spectators in stadiums106 goals scored412M live TV audience5 knockout games went to extra timeSECOND TO NONEUEFA Women’s EURO 2025 shattered records across the board2
Meticulous planning ensured the smooth running of the tournament, with 16,752 accredited personnel, including 2,500 volunteers. Sustainability considerations were at the heart of operations, with 86% of spectators using eco-friendly options to get to games. This figure includes 95,000 supporters taking part in fan walks – colourful and vibrant experiences with minimal environmental impact.Beyond the action, EURO 2025 saw a substantial CHF 205m (€220m) of economic activity in Switzerland. The commercial appeal of the tournament contributed significantly to these results, with a 150% increase in sponsorship revenue alongside record attendances. Switzerland’s legacy plan includes an investment of €11m to double the number of female players, coaches, referees and decision-makers by December 2027.ORGANISATION: SMOOTH SAILINGLEGACY: BOOSTING INVESTMENTCHF 205m economic activity2,500 volunteers150% increase in sponsorship revenue86% of fans travelled sustainably3
TEAM OF THE TOURNAMENT (4-3-3)Technical observers at England and Italy’s semi-finalWomen’s EURO 2025 technical observersBritta CarlsonLluís CortésIrene FuhrmannJayne LudlowIoan LupescuTanya OxtobyAnna SigneulMartin SjögrenHannah HamptonGoalkeeperIrene ParedesCentre-backElena LinariCentre-backAlexia PutellasMidfielderAitana BonmatíMidfielderAlessia RussoForwardJule BrandForwardChloe KellyForwardPatri GuijarroMidfielder147258 10369 11Franziska KettLe-backLucy BronzeRight-back186710119RussoBrandKellyGuijarro Putellas4Kett5BronzeBonmatí2Linari3ParedesHamptonTALKING TACTICSThe UEFA Technical Observer Group is made up of experienced coaches who share their in-depth analysis of the action in UEFA’s competitions. There was an observer present in the stands at every Women’s EURO 2025 match to assess the proceedings from a coaching perspective, identifying key tactical themes for further study.With the support of data and video assistance from the UEFA performance analysis unit, they delivered reports on every game, which formed the basis for a series of analysis articles published on UEFA.com during the tournament. Some of these also featured in the official technical report – a detailed review of the tactics and strategies seen at the finals which serves to guide the continued development of female footballers, and their coaches, across Europe.Technical observers provided first-hand insights into key talking points4UEFA WOMENS EURO 2025 | TOURNAMENT SUMMARY
A little over a year ago, Michelle Agyemang was playing at the Women’s Under-19 EURO. She nonetheless gave a firm hint of what lay ahead on her senior debut this April. Draed into England’s squad for their Women’s Nations League trip to Belgium, Agyemang was sent on for her maiden cap in the 80th minute – and managed to score within 41 seconds.In Switzerland, the 19-year-old repeated the feat not once but twice, rescuing the Lionesses with a late equaliser against Sweden in the last eight and drilling in a 96th-minute winner against Italy in the semi-finals, both times aer coming off the bench. “Whenever I go on the pitch, it’s not about nerves,” she said. “It’s just about going on to change the game, and I’m grateful for that opportunity.” She certainly took it in style.YOUNG PLAYER OF THE TOURNAMENTMichelle Agyemang“One of my biggest strengths is understanding the game, finding spaces with and without the ball,” says Aitana Bonmatí. “That understanding helps me visualise and find solutions.” These abilities were no secret before Women’s EURO 2025, yet many wondered if Spain’s creative force would be fit in time to exhibit them. Bonmatí spent four days in hospital with viral meningitis in the lead-up to the tournament and had to begin Spain’s first two fixtures on the bench. However, when the going got tough, she delivered – first opening her box of tricks with a wondrous back-heeled assist against Switzerland in the quarter-finals. And she managed to top that as penalties loomed in the semis, spinning behind the Germany defence before flashing in a shot at the near post. Securing Spain’s first ticket to a Women’s EURO final, Aitana had found the solution once again.PLAYER OF THE TOURNAMENTAitana Bonmatí5
CALLING THE SHOTSA total of 13 referees, 24 assistant referees and 16 video assistant referees (VARs) were selected for Women’s EURO 2025. The group, which undertook months of training to pass the same fitness test as elite male referees, also included a referee trio from Brazil as part of UEFA’s cooperation agreement with CONMEBOL.Aer a successful tournament, the focus shis to boosting opportunities for female match officials. Just as Women’s EURO 2022 was used as a catalyst to improve pathways for officials in England, the goal is to leave a similar impact in Switzerland. The 2025 hosts have set the legacy target of increasing the number of female referees in the country from 130 to 200 by the end of 2027.Stéphanie Frappart was selected to referee the finalCUTTING EDGEAdvanced football technology ensured faster and more accurate refereeing decisions than ever before. Semi-automated offside technology (SAOT) was used for the first time at a Women’s EURO, enabling the VAR teams to determine offside situations quickly and more accurately. The SAOT system linked up with another Women’s EURO first – the official adidas match ball featured connected ball technology, allowing match officials to receive precise ball data in real time. In addition, UEFA installed goal-line technology at each venue. With seven cameras deployed per goal, the system indicated whether a goal had been scored within one second by sending a vibration and visual signal to every match official’s watch.LEVELLING UPOfficiating hit new heights with training and technologySwedish referee Tess Olofsson tests goal-line technology in Sion6
PERFECT CONDITIONSHigh-quality pitches and equipment were provided for every teamHOME FROM HOMEFrom base camps to bottle holders and spinning bikes, the 16 teams had access to a comprehensive range of essential services from the moment they arrived in Switzerland, designed to maximise preparation and sporting performance.Upon qualification, the finalists were offered a choice of 44 potential base camps across Switzerland, each consisting of a hotel and training centre. In addition, five transfer training centres and 15 transfer hotels were available for teams moving between match venues.In terms of equipment, each team received 50 match balls and 100 bibs, in addition to squeeze bottles, bottle holders, coolers, medical bags and drinks. Meanwhile, stadium dressing rooms were each equipped with three spinning bikes. Teams were likewise provided with cutting-edge technology for training sessions and matches, including video review systems, an electronic performance and tracking system, and access to UEFA’s performance analysis platform.The grounds team get to work in LucerneMatch balls and branded buses were providedEXPERTS IN THE FIELDEnsuring optimum pitch standards at Women’s EURO 2025 was central to the tournament strategy and a process that began more than 18 months before the first ball was kicked. The project scope included the eight stadiums, 16 base camp pitches and five pitches at transfer training centres, as well as training pitches for the referees. Each one had to be carefully monitored and managed to ensure it could cope with a full month of intense activity at the hottest time of the year.With the best players in Europe now accustomed to state-of-the-art pitches, the level of delivery had to be higher than ever before.The UEFA team worked closely with ground staff at each stadium and training centre, combining high-level data and technology with in-depth local knowledge.For the first time, specialist contractors from the host country were brought in to help bridge the gap between UEFA and the grounds teams. With specialist pitch measurement machinery and a wealth of knowledge le behind, the programme’s legacy will be felt long into the future.7
MEDICALA comprehensive medical set-up was put in place across all stadiums and team base camps to keep players, fans and staff safe and to ensure compliance with UEFA’s minimum medical requirements. To support teams and match officials, a venue medical officer at each stadium oversaw four stretcher carriers, a pitchside emergency doctor and an emergency ambulance crew. Stadiums were equipped with state-of-the-art equipment and each ANTI-DOPINGA robust and transparent anti-doping programme spanned months of preparation and rigorous testing before and during the tournament, underlining UEFA’s commitment to clean sport.Communication with the participating teams began in December 2024, setting the tone for a collaborative approach to anti-doping. This early engagement ensured that teams were aligned with UEFA’s standards before the tournament began and familiar with the out-of-competition testing procedures that started in January 2025.Once the competition kicked off, testing took place aer every match, with a total of 137 samples collected. Analysis was carried out at a laboratory in Lausanne, whose 48-hour turn-around time allowed player eligibility to be confirmed well ahead of each match. No positive results were recorded from any samples collected by UEFA across the entire pre- and in-tournament period, reflecting the effectiveness of the programme and the value of the close cooperation between UEFA, teams and national anti-doping agencies.team was provided with a medical video review system to use during games. In addition, a stadium medical liaison officer was available in each host city, providing teams with support for medical appointments, prescriptions and other needs.Free menstrual hygiene products were provided in the dressing rooms as well as all female and accessible toilets in the stadiums. Meanwhile, more than 7,100 supporters took part in free CPR training at host city fan zones.SAFEGUARDING THE TOURNAMENTThe health and integrity of the game were fully protectedBasel’s pitchside medical team in positionANTI-MATCH-FIXINGUEFA’s action plan to combat match-fixing featured advanced monitoring and intelligence-gathering operations alongside an extensive awareness programme, resulting in a clean tournament free from any manipulation.Every player at the tournament was educated on match-fixing through dedicated sessions delivered in multiple languages by UEFA-trained national association integrity officers. The presentations highlighted recent trends, real-world case studies and the importance of reporting any approaches to manipulate matches or other suspicious behaviour.Match officials also received special integrity briefings when they arrived at their tournament base camp.8UEFA WOMENS EURO 2025 | TOURNAMENT SUMMARY
More than 350 UEFA personnel were involved in planning and delivering the tournament, working from the headquarters in Nyon and across the eight host cities. This included 62 staff members hired specifically for Women’s EURO 2025, representing 11 nationalities and split 51:49 between women and men.A team of UEFA staff worked tirelessly to ensure the tournament was a successALL HANDS ON DECKFRIENDLY FACESVolunteers created a welcoming atmosphere for allFor anyone attending Women’s EURO 2025, the light blue and purple uniforms and beaming smiles of the tournament volunteers quickly became a familiar sight. When the volunteer programme launched in October 2024, the target was to attract 5,000 applicants for the 2,500 available positions. However, this projection underestimated the huge enthusiasm in Switzerland and beyond – in total, 12,800 applications were received.With a strong focus on diversity and inclusion, the final selection of volunteers ranged from 18 to 82 in age, with 55% of them women. A total of 73 nationalities were represented, and while the majority of volunteers were Swiss nationals looking to give something back to their home country, others travelled from as far afield as New York and California. In addition, 83% were first-timers at a UEFA event, serving to further expand and strengthen the UEFA volunteer community. Working across a total of 17 operational projects in the stadiums and host city centres, the Women’s EURO volunteers were central to the tournament’s smooth delivery and welcoming atmosphere.73nationalities 55women 45men %%83%were first-time volunteers A group of volunteers in Thun9
MAGICAL MONTHOne of the main objectives of Women’s EURO 2025 was to sell out stadiums, and with a ticketing strategy based on affordability and simplicity, the tournament delivered. Of the 31 matches, 29 were played in front of capacity crowds, resulting in an aggregate attendance of 657,291 that comfortably broke the previous record of 574,865 set in England in 2022. The average crowd surpassed 20,000 for the first time, setting a new benchmark for the competition. And when fans arrived in the host cities, the combination of a welcoming atmosphere and smooth logistics helped to keep the party going all month long.A particularly notable feature was the unprecedented influx of international visitors, with 35% of tickets sold to fans outside Switzerland. For first-time host cities Lucerne, Sion, St.Gallen and Thun, an event of this scale was new, but the country rose to the challenge. The official fan zones, which screened games and hosted live music, proved immensely popular in all eight cities, attracting over 1.2 million total visitors. Above all, the iconic fan walks became a symbol of the tournament, drawing an overall turnout of 95,000 people. The largest walk alone brought together a competition-high crowd of 25,000 when the hosts faced Spain in the quarter-finals in Bern. Spectators were also aided by a meticulously planned mobility strategy that made sustainable travel easy. Swiss Federal Railways made sure that ticket holders could access free public transport on matchdays, with over 400 additional trains on hand late into the night. Ultimately, 66% of fans used public transport to get to and from matches, with another 20% walking or cycling.The feel-good factor had a tangible financial impact as well, with the total economic activity in Switzerland estimated at CHF 205m. But beyond the numbers, TV images and fan memories of a magical July in Switzerland may prove to be the most valuable legacy of the tournament.Record crowds enjoyed vibrant atmospheres and seamless organisationDutch fans provide the colour before their game with France in Basel; a young Swiss supporter enjoys the moment in Bern35% of ticket holders were international visitors29 out of 31 matches were sold out6 5 7, 2 9 1 tickets sold10UEFA WOMENS EURO 2025 | TOURNAMENT SUMMARY
86% of spectators used sustainable means to travel to games1.2M visited fan zones#11111
IN FOCUSRECORD REACHThe scale and ambition of the tournament’s broadcast operation were reflected in both the viewing figures – with a record 500 million people watching across various platforms, including 412 million on live TV – and the commercial success, with media rights revenues up 110% from 2022. From packed fan zones in Switzerland to homes in 169 territories, the tournament’s reach was matched only by the quality of the coverage that brought it to life. At its core was a state-of-the-art host broadcasting infrastructure, operated by more than 650 staff across the venues and featuring an enhanced camera plan that offered new angles and extra on-screen drama. For the final in Basel, for example, the action was covered by a total of 27 cameras, including an aerial camera, a drone camera and three super-slow-motion triple-speed cameras. In a first for a UEFA tournament, many teams agreed for a player to wear a mini-camera mounted to a special harness while in the tunnel before the match, capturing unique footage of their walk to the pitch.UEFA also provided broadcasters with more non-live content than ever before to tailor to their specific audiences. An expanded range of digital content included spontaneous, close-up footage captured on mobile phones by UEFA vertical producers operating pitchside and in the stands.To facilitate remote production, broadcast partners also had access to the UEFA Content Hub. Powered by Eurovision Services, the system allowed them to access all live match feeds from distribution points around the world, thereby reducing the need to bring production staff or vehicles on-site.A scaled-up broadcast operation drew in record audiences around the worldUEFA’s digital content delivered exceptional fan engagementUEFA’s digital content strategy for Women’s EURO 2025 was centered around bringing fans closer to the heart of the game than ever before. This approach achieved spectacular rewards, with unprecedented reach and impact across the board. Social media impressions hit a tournament record of 945 million, while video views reached 712 million. On the UEFA website and tournament app, the expanded range of vertical stories and moments delivered over six million views. Meanwhile, UEFA photographers captured over 60,000 images, contributing to the major surge in engagement. 2022 202535.6m social media engagements +115% increase on 2022712m video views +278% increase on 2022945m social media impressions +15 7 % increase on 202213M average match audience67 broadcasters169 territories412M live TV audience45M average live audience for the finalA camera operator gets up close as kick off approaches12UEFA WOMENS EURO 2025 | TOURNAMENT SUMMARY
BRAND VALUESUEFA Women’s EURO 2025 was a defining tournament for women’s football. The drama on the pitch, the passion of the fans and the immense potential for growth highlighted exactly why UEFA’s flagship women’s competition holds such appeal for sponsors around the world. Twenty-one brands signed up to support the event in Switzerland, representing the largest sponsor line-up in UEFA tournament history and a 150% increase in sponsorship revenue. Off the back of the record-breaking 2022 edition, the 2025 tournament also reached new heights in terms of TV viewership, fan engagement and commercial impact, offering brands a vast platform to engage with a diverse and passionate community. In addition, the tournament’s cultural footprint and spirit of inclusion extended far beyond the pitch through fan zones, social content and grassroots tie-ins. These values attracted a family of sponsors that was unprecedented in its size and diversity.Furthermore, sponsors made sustainability a key focus of their involvement, playing an important role in supporting UEFA’s environmental, social and governance goals. While some companies focused on reusing and recycling, others placed emphasis on helping to grow the game and making it a safe space for everyone. The tournament’s growth and principles appealed to sponsorsSponsors were given high visibility on media backdropsGLOBAL SPONSORSadidasAmazonAXABooking.comEAEuronicsGrifolsHeinekenHublotJust Eat Takeaway.comLidlPepsiCoPlayStationUnileverVisaVolkswagenNATIONAL PARTNERSMieleSBBSwisscomSwissquoteWiesenhofLICENSEESFanaticsTopps13
SUSTAINABILITY IN ACTIONThe Women’s EURO 2025 environmental, social and governance (ESG) strategy was built around three overarching goals: reducing the tournament’s environmental impact; safeguarding and honouring the rights of all individuals; and embracing transparent, responsible and accountable practices. To reduce the tournament’s carbon footprint, ticket holders benefited from free public transport between any Swiss locality and the stadium on matchday. Team travel during the group stage was reduced via the match schedule and base camp selection process. Using the 4R principle of reusing, reducing, recycling and recovering waste, other initiatives included the reduction of electricity and water consumption, the use of innovative food packaging solutions and the post-tournament upcycling of signage items.UEFA worked with host cities, stadiums, sponsors and other partners to make the tournament fully accessible to everyone. Audio-descriptive commentary for blind and visually impaired fans was provided for every match, while wheelchair users could benefit from push services and priority lanes at concessions stands. Ahead of the tournament, UEFA, the Swiss federal government, the host cities and the Swiss Football Association signed a joint human rights declaration to respect, protect and promote human rights. Awareness teams provided immediate assistance to fans in difficulty inside the stadiums, while quiet spaces equipped with sensory bags were available for anyone requiring special assistance.In parallel, an online monitoring system reported cases of abuse and discriminatory behaviour towards players, coaches and referees. In total, the programme scanned more than 440 individual social media accounts and reported over 1,900 abusive posts to the relevant platforms, of which more than two thirds were subsequently actioned. Five tournament sponsors – Heineken, Just Eat Takeaway.com, Lidl, Swiss Federal Railways and Visa – also supported the tournament’s environmental and social sustainability goals through funding, logistical support and bespoke initiatives.Women’s EURO 2025 made a commitment to social and environmental sustainabilitySUSTAINABILITY IN NUMBERSAn accessibility volunteer helps guide spectators70%of signage material was recycled into training kits 1,384accessible tickets were sold to fans from 20 countries 5tournament sponsors got involved in sustainability initiatives 14UEFA WOMENS EURO 2025 | TOURNAMENT SUMMARY
The UEFA Foundation gave children the chance to be player mascotsThe UEFA Foundation for Children was active throughout the tournament as part of its mission to champion the rights of girls and boys and use football as a catalyst for improvement in areas such as health, education and inclusion. The foundation invited 71 children to accompany the players onto the pitch before kick-off, while 2,025 received match tickets – many of them experiencing a live match for the first time.In partnership with Awabot, eight telepresence robots allowed 200 hospitalised children in 13 countries to meet players virtually and feel the energy of the crowd. The tournament culminated with Greta, a 12-year-old with Dravet syndrome, accompanying UEFA president Aleksander Čeferin onto the pitch to hand out the winners’ medals.The foundation also launched the Legacy for the Future initiative in cooperation with the adidas Foundation and the Kaizen Foundation. The project will provide €800,000 in funding for NGOs that promote gender equality through sport in the 16 participating countries. UEFA FOUNDATION FOR CHILDRENUEFA’s sustainability messaging was shown on LED boards15
The official slogan of UEFA Women’s EURO 2025 was the Summit of Emotions. But as crowds flocked to the games and record aer record was broken, another storyline emerged – that of a sport stepping boldly into its future.“Expectations were high for this tournament – and Women’s EURO 2025 has delivered beyond all of them,” said Nadine Kessler, UEFA director of women’s football. “Every question asked before the opening match has been answered loudly, proudly and repeatedly.”The numbers tell their own story. With 106 goals lighting up the tournament, 657,291 fans filling stadiums, and another 412 million watching live on TV – each a Women’s EURO record – this wasn’t just a championship. It was confirmation that a new era for women’s football had arrived.In Switzerland, the benefits are continuing to reverberate long aer the end of the tournament. A study commissioned by UEFA and produced by EY estimated the total economic activity in the host country at CHF 205m. This was partially driven by the influx of visiting fans – a record 35% of tickets were sold to international spectators, with Swiss hotels recording a 9% increase in bookings by European visitors compared to July 2024.To protect the long-term health of the women’s game in Switzerland, €11m in funding was secured for Here to Stay, the legacy plan of the Swiss Football Association (SFA). The programme aims to double the number of female players, coaches and referees by December 2027, while raising standards and boosting the visibility of the national Women’s Super League. Early signs have been encouraging, with the 2025/26 opening weekend seeing a 42% increase in attendance compared to the previous season. Autumn 2025 will also see the resumption of the Legacy Challenge, an SFA programme that uses points and prizes to incentivise grassroots clubs to establish new women’s teams and recruit female coaches, referees and administrators.HERE TO STAYThe impact of Women’s EURO 2025 will be felt long aer the final whistle16UEFA WOMENS EURO 2025 | TOURNAMENT SUMMARY
The momentum doesn’t stop at the Swiss borders. Launched in 2024, Unstoppable, UEFA’s women’s football strategy, identifies the Women’s EURO as a key catalyst for continental growth and development, aiming to make women’s football “the most played team sport among women and girls in every European country” by 2030.Progress towards this goal is already visible, with the rise in stadium attendances and TV audiences reflecting the growing popularity of women’s football across Europe, a phenomenon driven by increased investment, rising standards and enhanced exposure. Nowhere was this more evident than in central London, where more than 65,000 people lined the streets to witness the England team’s bus parade – almost ten times the number that had celebrated the Lionesses’ victory three years earlier. The Unstoppable vision for women’s football feels less like aspiration and more like inevitability. Women’s EURO 2025 did more than just exceed expectations – it rewrote them entirely.Snow-capped peaks and goals galore in ThunUsing Women’s EURO 2025 as the catalyst, by the end of 2027 the SFA aims to double:AIMING HIGHthe number of female players from 40,000 to 80,000 the number of women in decision-making positions from 320 to 640the number of female coaches and referees from 2,500 to 5,000the Super League‘s annual attendance from 75,000 to 150,000FUNDING THE FUTURE 205million Swiss francs in total economic activity150%increase in tournament sponsorship revenue€11Min funding for the SFA’s legacy programme 17