UEFA Womens European Championships Business, Case Studies, Tourism Impact, Sponsorship and Media Landscape, 2022

Big interest from home crowds and sell-out crowds have already been linked to the 2022 competition. The 17 official sponsors’ list includes five local sponsors signed specifically for the competition in England.12 of these deals are linked to the wider UEFA federation, meaning cost is also linked to affiliation with other major international and club-based competitions. Across Europe, the tournament will be accessible on the free-to-air market, opening up the action to the biggest audiences possible. TV audiences have continued to grow over the past three tournaments. The impact of the games being televised to hundreds of millions of people from around the world is likely to create a profound impact on the destination image for less-known destinations that are hosting matches.

What is the impact of COVID-19 on UEFA Women’s European Championships?

Upon choosing to delay its men’s tournament, the next big question pertained to the women’s Euros. Initial discussions appeared to explore all potential options open to the tournament, including keeping its 2021 timeline, in which it could be held in conjunction with the men’s competition. The major concern in taking such a decision revolved around the negative effect it would have on the organization’s ambition to spotlight and grow women’s soccer more widely. Women’s sport has earned the right to demand its own platform on which to shine, whilst the popularity of the game means that it no longer needs to ride on the back of the men’s success. With this idea in mind, UEFA officially announced a 12-month delay to the women’s Euros.

What is the sponsorship landscape in UEFA Women’s European Championships?

The sponsors of UEFA Women’s European Championships include Adidas, Booking.com, Hisense, Takeaway.com, Walkers, Volkswagen, Hublot, Nike, Heineken, TikTok, Visa, Euronics, Grifols, Gillette Venus, LinkedIn, Starling Bank, Lego, and Pandora. Many of these deals are linked to larger UEFA-based deals which also cover the men’s international competitions. Of these deals, German clothing brand Adidas comes out as the largest spender, with its rights ranging across all related UEFA competitions. Eight out of the 17 sponsors are further listed under the second sub-category of partner with UEFA, involved more specifically in the UEFA Women’s Football program. This program has been run by UEFA for a number of years and aims specifically to grow the popularity of the women’s game and improve the opportunities for girls at all levels to get involved.

UEFA Women’s European Championships, by sponsorship landscape

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What is the kit supplier landscape in UEFA Women’s European Championships?

The joint oldest national team kit supplier partnership looked at in this report between Germany and Adidas also stands out as the most financially lucrative. As a proud German clothing brand, being the main kit supplier of the national team is one of its biggest and most important deals. Looking at the other leading contract values, the top five club domestic leagues are all well represented, highlighting the influence of these countries on soccer across club and international levels of the game. All 16 of these women’s teams are grouped into the same partnership arrangement between the brand kit supplier and national federation, confirming uniformity amongst national teams at all levels.

UEFA Women’s European Championships, by kit supplier landscape

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What is the media landscape in UEFA Women’s European Championships?

For UEFA and all those connected to women’s soccer, the main aim is to build fan interest in the sport and bridge the gap with the men’s game. Moving forward with the notion of increasing the fanbase of women’s soccer, its media rights strategy is essential for achieving this goal, with the right strategy able to open the potential global audience. As such, Euro 2022 will continue to follow this UEFA strategy, with most of its deals agreed with free-to-air broadcasters, with notable complete free-to-air access in Europe. This all fits into UEFA’s five-year women’s development strategy which focuses on five key areas including doubling the number of girls/women playing the game; changing outdated perceptions; improving player standards, doubling its own gender representation across its governing bodies, and doubling the reach of its highest profiled competitions.

Market report scope

This report provides

• A comprehensive view of the upcoming 2022 Women’s Euros in the UK.
• An in-depth review of the business side of the tournament, from assessing the economic impact created by tourism for specific destinations to dissecting the kit supplier and media landscapes. It also discusses the impact it will have for a variety of different industries and stakeholders

Reasons to Buy

Gain an understanding of the impact this tournament will have for a variety of different industries and stakeholders.