Over 17 million viewers tuned in to watch Sunday’s ` One as England’s Lionesses defeated Germany in the Euro final. A further 5 million viewers across the `’s digital platforms made the game the most-watched women’s game.
The game was also the most-watched TV event of 2022 in the UK so far, while the tournament had an overall TV reach of 27.4 million (15 minutes or more) and 18 million views across ` iPlayer and the ` Sport website and app was streamed .
The live audience at Wembley Stadium for the final also reached almost 90,000 and was the largest crowd ever at a UEFA match, including men’s matches. But what does that mean in concrete terms for women’s football? Traditionally, women’s football has attracted fewer sponsors, lower wages and fewer spectators. Will this all change?
For Katy Leeson, CEO of Manchester-based Relentless Group, which holds a wide portfolio of investments from real estate to sports teams, the change is already visible, not least in the attitude of supporters at Salford City FC: “We already had quite a few fans with us Salford is asking when our lionesses start their season which is leading to a broader interest in the female aspect of the sport and it’s great to see,” she said. “The victory of the Euro will change the face of sport in our country.”
Richard Adelsberg, CEO of specialist sports and eSports agency Ear to the Ground, agrees. He said: “It feels like a significant moment for women’s football around the world. Record attendance at any Euro game ever (male or female) and a fanbase that feels a lot more brand-friendly than we’re used to from major football tournament finals. Now is the moment for brands to play a meaningful role in the next phase of esports development.”
It looks like brands are already listening. Right-back Lucy Bronze, the ex-Liverpool and Man City player who will join FC Barcelona this season, has already signed deals with Pepsi and Visa. The full squad are reportedly set to receive £55,000 each, making a total of £1.3m for winning the tournament under a deal with the FA, on top of their £2,000 per game entry fee.
That’s still pocket change compared to the £28.5million Italy’s men received for last summer’s men’s win, but for a women’s game that only turned full professional four years ago, it’s a staggering climb the stand.
With women’s football held in higher esteem than ever after the EURO triumph, it appears to have a few major advantages over men from the perspective of a potential sponsor or advertiser. First, and most obviously, the lionesses win. The men’s team has undoubtedly improved in recent years but ultimately still carries 56 years of pain down their backs. With all those semi-finals and finals, with a world-conquering alternative on the table, how much longer will the brands bet on the story of the brave losers?
Second, women’s football just seems a lot more attractive compared to men’s sport. The Women’s Euros passed without the violence that marred last summer’s men’s final between England and Italy, and without many games leading up to it. The games attracted fans of all ages and genders and attracted multiple generations of families – the perfect target market.
We’ve seen several clubs play women’s matches in the men’s stadiums recently, including the record-breaking inaugural WSL Manchester Derby which was watched by over 31,000 fans in 2019. The European Championship introduced the women’s game to a new legion of fans, and the trend is sure to continue. We may still be some time away from the first £100m player but things are undoubtedly looking up so watch this space.
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