September 14 – UEFA’s record-breaking Women’s EURO 2025 saw a €220 million boost in economic activity for host nation Switzerland.
UEFA has released more numbers surrounding EURO 2025 that saw 29 of the 31 games sold-out, and an average attendance of more than 20,000 for the first time at a Women’s EURO. In total a record 657,291 tickets were sold, of which 35% went to international spectators.
For Switzerland the influx of international fans resulted in a 9% increase in hotel bookings by European visitors compared to July 2024.
The largest sponsor line-up in UEFA tournament history, featuring 21 brands, also drove a 150 per cent increase in sponsorship revenue compared to the previous edition in 2022.
The long term impact for women’s football in Switzerland has been seen immediately with the Swiss Women’s Super League reporting a 42% increase in overall attendance at matches compared to the previous season
The Euro hosting also secured €11 million in funding for the Swiss Football Association’s Here to Stay legacy programme that aims to double the number of female players, coaches and referees in Switzerland by December 2027.
Away from the matches, the Swiss embraced the tournament on multiple levels. About 1.2 million people attended fan zones in the eight host cities, while 2,500 volunteers representing 73 different nations supported the event. Their ages ranged from 18 to 82 years old. UEFA said that 83% were participating in a UEFA event for the first time, with a 55/45 split between women and men.
Sustainability was a core mission of the tournament with five sponsors actively contributed to UEFA’s environmental, social and governance goals.
Swiss Railways offered free train travel, while 86% of spectators travelled to games via eco-friendly options.
The fan walks to the stadiums saw 95,000 people in total participate with 20,000 walking to Switzerland’s quarter-final against Spain.
Central to the success of the tournament and its ability to grow, is its commercial performance. Prize money had been more than doubled from €16 million to €41million. England received €5 million for their win, while Spain earned €4.2 million. Beaten semi-finalists, Germany and Italy, received €3.25 million and €3.2 million.
EURO 2025 had a record 21 sponsor brands, a 150% increase in sponsorship revenue from the 2022 event.
Broadcast was also up with 412 million watching live TV coverage worldwide, a cumulative audience of more than 500 million across all programming.
Swiss Ramble estimated that EURO 2025 will generate €128 million (more than twice the 2022 edition), the biggest revenue line is media rights that have generated about €72 million.
What is not clear in the financial picture is whether the tournament made a profit.
The financial aspect is certain to be a key part of the decision-making process for the award of the hosting of the EURO 2029 finals which has bids from Germamy, Denmark-Sweden, Poland and Portugal.
The decision on hosts is expected to be made at the December UEFA executive committee meeting.
See: Euro 2025 concludes with record-breaking numbers from fans to finance
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