The UEFA Women’s EURO 2025 promises to be one of the defining cultural and sporting moments of the year. For brands – official sponsor or not – this summer presents a powerful opportunity to connect with value-driven audiences and play a meaningful role in the ongoing evolution of women’s sport.
Credit: UEFA.com
In 2022, more than 365 million people tuned in to watch the Women’s EUROs. A record-breaking figure that reflected not only the growing appetite for women’s football, but the shifting cultural status of women’s sport more broadly. This summer, with the UEFA Women’s EURO 2025 hosted in Switzerland, that momentum is set to surge once again.
This isn’t just a football tournament, it’s a movement. A celebration of community, inclusivity, resilience and change, and for brands that want to remain relevant in 2025 and beyond, sitting on the sidelines simply isn’t an option.
Why women’s football is more than just a game
To understand the scale of the opportunity, you first need to understand what women’s football represents.
Yes, it’s elite sport. But it’s also a cultural force challenging outdated structures, smashing glass ceilings and championing representation. It speaks to younger, more progressive audiences who expect more from the brands they support, and it creates the kind of emotionally rich, value-driven stories that brands dream of aligning with.
Where men’s football can often be hyper-commercialised and saturated, women’s football still retains a sense of authenticity and connection to community, making it a more fertile ground for brands to build genuine relationships with fans.
The Sponsor Opportunity: Make it mean more
For official sponsors, the pressure – and opportunity – is greater than ever. It’s not enough to throw up a few pitch-side hoardings and tweak your logo with a bit of pink branding.
Fans are demanding real impact.
Sponsorship needs to come with substance. That means activating in ways that align with the values of women’s football: equality, accessibility, and empowerment.
Take what Visa have done in recent years as a benchmark. Not only sponsoring the Women’s EUROs but investing in grassroots women’s football, championing individual player stories, and launching purpose-led campaigns that spotlight the structural inequalities still present in sport.
It’s a joined-up approach that ties brand purpose with real-world impact – and it’s exactly what fans want to see.
Credit: Visa.com
Non-Sponsor Brands: You’re still invited to the party
You don’t need to be an official partner to tap into the cultural energy of the tournament. In fact, some of the most impactful brand campaigns around women’s football in recent years have come from outside the traditional sponsor list.
But there’s a caveat: you need to show up with purpose. Opportunism will be called out. Audiences, particularly Gen Z, are incredibly savvy when it comes to spotting inauthenticity.
So, how can non-sponsor brands get it right?
1. Champion the community, not just the stars
Women’s football fandom is as much about grassroots as it is about elite performance. Brands can make a big impact by supporting local teams, spotlighting unsung heroes, or providing funding for facilities that drive long-term change.
Think less glossy ad campaign, more community-first initiative. What can your brand do that actually helps?
2. Tap into lifestyle, not just sport
The UEFA Women’s EUROs will transcend sport, with fashion, music, food and entertainment all set to orbit around the tournament. That means lifestyle brands – from high street retailers to food delivery services – have a golden opportunity to create culturally resonant activations.
Collaborate with creators who are at the crossroads of football and lifestyle. Launch limited-edition products inspired by the tournament. Create experiential moments in cities that host fan zones. The possibilities are as broad as your imagination.
3. Work with the right talent
Influencer and athlete marketing isn’t about follower numbers anymore, it’s about authenticity and alignment. Whether it’s a grassroots coach with 5k followers or a TikTok creator who champions women’s football culture, the key is finding voices that reflect the values of your audience.
The smartest brands in 2025 won’t just chase the biggest names, they’ll build campaigns around authentic voices with real credibility.
The risk of doing nothing
For brands sitting on the fence, consider this: inaction speaks volumes.
Audiences expect brands to be visible around moments that matter. They also expect brands to take a stand, especially when it comes to social issues. Women’s football is one of the most visible platforms driving conversations about gender equality, representation, and inclusion.
So whether you’re a financial services brand, a consumer goods giant, a fashion retailer or a tech disruptor, if you’re not showing up, people will notice. And they’ll go elsewhere.
Soccer Football – Women’s Euro 2025 – Final Draw – Swiss Tech Convention Centre, Lausanne, Switzerland – December 16, 2024 General view of the Women’s Euro trophy after the draw REUTERS/Denis Balibouse
What a successful activation looks like in 2025
To get it right this summer, brands need to adopt a playbook that blends cultural insight, purpose-led thinking and creativity. Here’s what that looks like:
1. Value-led Storytelling
What does your brand stand for? How does that align with the spirit of the UEFA Women’s EUROs? Find the overlap and tell stories that are emotionally resonant and culturally relevant.
2. Multi-Channel Execution
From TikTok to fan zones, TV spots to branded content, the most effective activations will meet fans where they are. Think integrated, not isolated.
3. Long-Term Commitment
Don’t make this a one-off. Fans can spot tokenism a mile off. Embed women’s football, and the values it represents, into your brand strategy beyond the summer.
4. Collaborate With Purpose
Whether it’s teaming up with players, creators, charities or community groups, the right partnerships can unlock reach, credibility and impact.
Final Whistle: This is your moment
The UEFA Women’s EURO 2025 isn’t just a chance to sell more products or boost brand awareness. It’s a cultural lightning rod. A platform to drive real impact and meaningful connection.
Whether you’re an official sponsor or not, your audience is watching. They want to see action, not just adverts. They want purpose, not just presence.
So don’t just activate, stand for something. Support the movement and become part of the story that defines the future of sport.
Because when it comes to women’s football, the world is watching.
Looking to activate around the UEFA Women’s EURO this summer? We help brands create campaigns that connect with culture, community and purpose. Let’s make something meaningful – drop us a line at hello@hatch.group
