UEFA Women’s EURO 2022 expected to deliver $95 million in revenue to host cities

The Football Association England and UEFA have announced that the UEFA Women’s EURO 2022 tournament is set to be the biggest women’s European sporting event in history.

The Pre-tournament Impact Report, produced by EY, projected that the tournament is expected to deliver £54 million (just over $95 million AUD) in economic activity to the nine Host Cities of Brighton & Hove, London, Manchester, Milton Keynes, Rotherham, Sheffield, Southampton, Trafford and Wigan & Leigh.

The Host Cities are expecting 96,000 international visitors from 95 territories and there will be engagement from fans from all over the world as the international broadcast audience could reach over 250 million across more than 195 territories. Host cities will also see a positive socio-economic impact thanks to over 5,500 people taking part in the volunteer programme.

The report reveals ticket sales for the tournament are on track to double the attendance of the UEFA Women’s EURO 2017 in the Netherlands that welcomed just over 240,000 fans. 51% of football fans plan to attend or watch the games that will take place up and down the country across nine English cities in 10 stadiums.

Providing a platform for greater participation in the game and community engagement, the tournament also represents a huge opportunity to drive a further step change in women’s football in England.

The UEFA Women’s EURO 2022 aims to leave a lasting legacy by inspiring the next generation of players and fans, providing opportunities for more than 500,000 women and girls to participate and engage with football through focused efforts of legacy groups within each of the Host Cities, with many more additional opportunities nationally.

Baroness Sue Campbell, EURO 2022 Board Member and Director of Women’s Football at The FA, said:

“With less than 50 days to go until the Tournament gets underway, this report highlights what we can achieve with a continued focus on capitalising on the opportunities offered by UEFA Women’s EURO England 2022 and importantly how we can measure our success.

“Our aim is twofold: to deliver a record-breaking tournament and to leave a tangible legacy to grow the women’s game. By inspiring fans at home and abroad, and by committing to provide playing opportunities to girls in every school and club across the country, I am confident we can deliver on both aims.”

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UEFA and Unilever renew partnership

UEFA has embraced Unilever as an Official Global Partner of the UEFA Women’s EURO 2025, kicking off in Switzerland on July 2 until July 27, 2025.

Unilever’s deal with UEFA builds off of their 2024 partnership and will see a wide array of Unilever’s Foods and Personal Care brands ignite their own integrated advertising campaigns to connect with fans and consumers in and out of the stadium, including household names like Dove, Rexona, Knorr and Hellmann’s.

UEFA marketing director, Guy-Laurent Epstein expressed UEFA’s excitement to work with Unilever again.

“Building on the success of our collaboration last summer, we are delighted to be continuing our partnership with Unilever for UEFA Women’s EURO 2025,” he said in a press release.

The support and interest in women’s football is on a sharp upward trajectory, and with Unilever’s portfolio of Food and Personal Care brands reaching billions of people every day, we look forward to celebrating the power of the game and bringing excitement to fans everywhere.”

General Manager of Unilever Foods Europe, Robbert de Vreede conveyed his enthusiasm for Unilever’s involvement in the upcoming Women’s EURO 2025.

“We are thrilled to partner with the UEFA Women’s EURO 2025, enabling our Foods brands to connect with a large audience who come together enjoying the thrill of a football match with friends whilst sharing delicious foods,” he said in a UEFA press release.

“Just as a great BBQ brings people closer, football unites fans in a shared experience of passion and camaraderie. In this partnership we will create memorable moments that highlight the best of summer – good food, great company, and beautiful games.”

General Manager of Unilever Personal Care Europe, Fulvio Guarneri detailed why the collaboration between UEFA and Unilever was a perfect fit.

“This is an exciting opportunity for some of our biggest brands to tap into a big cultural moment and connect with millions of consumers who will be watching the UEFA Women’s EURO 2025,” he said via press release.

“It’s a great time for women’s football and this partnership fits perfectly with our Personal Care products which are all about feeling clean and confident, and taking part in sports. Together with our retail partners, we look forward to building on the success of last year’s men’s tournament, delivering unmissable campaigns across a variety of channels that celebrate the power of women’s football.”

Unilever joins an exciting list of brands for the UEFA Women’s EURO 2025 tournament, including household names such as adidas, Amazon, AXA, Booking.com, EA, Euronics, Grifols, Heineken, Hublot, Just Eat Takeaway.com, Lay’s, Lidl, PlayStation and Visa.

The Club Development Conference highlights community football

Significant Sporting Events Program 2023-24

On Saturday, February 1st, over 200 attendees came together at Valentine Sports Park for the 2025 Football NSW Club Development Conference.

With registrations for the 2025 season still coming in, over 85 Football NSW clubs from both Sydney Metropolitan and regional areas gathered for a dynamic day of workshops, panels, and special guest speakers, celebrating community football.

Presented by Stephanie Brantz, the Conference included keynote addresses from Karen Jones, Acting CEO of Destination NSW and Chief Executive of the NSW Office of Sport, Dr. Catriona Rose of the Australian Sports Commission, and Matildas cap #167, Ellie Brush.

After the successful second edition of the conference, Trevor Huxley, Football NSW’s Program Manager for Club Development, expressed his excitement over the strong support from the community.

“The Club Development Conference is a fantastic opportunity to bring together all levels of the game to learn from one another, network and discuss best practice for grassroots football,” said Huxley via press release.

“It has been inspiring to see grassroots clubs across the state in attendance, illustrating a remarkable commitment to supporting their local communities. It’s vital that Football NSW continues to lead in this space, providing support to the volunteers and local administrators who are central to the ongoing growth of our game.”

Along with the keynote speakers, attendees were able to choose sessions tailored to their Club or role, covering topics such as safeguarding, volunteerism, marketing and data analysis, infrastructure and grant funding, player and spectator behaviour, women & girls’ football, diversity and inclusion, and grassroots coach education.

The Football NSW Club Development Conference serves as a pivotal platform for enhancing community football by Empowering Clubs, Facilitating Networking, Offering Targeted Education and Showcasing Leadership.

By focusing on these areas, the conference plays a crucial role in strengthening community football, promoting inclusivity, and ensuring the sport’s sustainable growth.

To gain further details and access Club resources, click here.

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