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History was made as England defeated Spain in the final of Uefa Women’s Euro 2025.
Following a 1-1 draw, the Lionesses’ penalty shootout win at St Jakob-Park in Basel saw them not only retain the European Championship title but also become the first senior England national soccer team to win a major tournament on foreign soil.
While Sarina Wiegman’s side basks in another victory, this summer’s event was also another milestone moment in the ongoing commercial development of women’s soccer. With records falling across the board, SportsPro rounds up the standout facts and figures from during and after the Women’s Euros.
Spectators flock to Switzerland as attendance records tumble
Euro 2025 had already broken the record for the most tickets sold ahead of a Women’s European Championship and the momentum continued during the tournament itself.
After the semi-finals, 623,088 spectators had attended Euro 2025, surpassing the previous total attendance record of 574,875 set at Euro 2022 in England. The final drew 34,204 spectators, the highest attendance of the tournament, bringing the total attendance to 657,000.
The achievement is made all the more impressive considering that host nation Switzerland lacks stadiums with the capacity of venues like Wembley and Old Trafford, which seat 90,000 and 74,000 respectively. Switzerland’s population is also about one-sixth of England’s, and the average stadium capacity was ten per cent lower at Euro 2025 compared to Euro 2022.
According to Uefa, approximately 35 per cent of tickets were purchased by international fans and over 160 nationalities were represented among ticket holders. Of the 31 matches, 29 were sold out. The official fan zones in Switzerland also welcomed more than one million visitors.
More broadcast records beaten
Ahead of the final, Euro 2025 was on track to be the most watched edition of the tournament ever, with a cumulative live audience of over 400 million and a cumulative all programme audience exceeding 500 million. An audience of about 374 million tuned in for Euro 2022.
In England, the final was watched by a peak audience of 16.2 million across the BBC and ITV, with an average of 12 million tuning in for the match from whistle to whistle. The game was the most-watched television moment of 2025 across all TV broadcasters in the UK.
Meanwhile, the final drew an average audience of 4.1 million on Spanish public broadcaster RTVE’s La 1 channel, whose coverage peaked at more than six million during the penalty shootout.
In Switzerland, 1.36 million people tuned in on Swiss-German channel SRF Zwei for the final, representing a market share of 63.2 per cent. There was also an average audience of 1.72 million for French commercial broadcaster TF1, with viewership for coverage of extra time on sister channel TMC rising to 1.88 million.
A global audience of over 45 million viewers had been expected for the champion-crowning game.
Prior to that, the Lionesses’ quarter-final against Sweden was watched by 10.4 million across BBC television and BBC iPlayer, while their semi-final against Italy managed a peak audience of 10.2 million across all devices on ITV.
The final capped strong viewership throughout the Women’s Euros in the UK, where the tournament consistently delivered bigger audiences than the Fifa Club World Cup when the two competitions had scheduling clashes.
Social media success
Euro 2025 was the most viewed and most engaged Women’s European Championship ever across Uefa’s official social media accounts.
While final figures had not been released at the time of writing, Uefa Women’s Euro platforms had already notched up 20.7 million engagements and over half a billion views across all posts before the final. More than 500,000 new followers were also added across Uefa social media accounts during the tournament.
The BBC, meanwhile, said it racked up 231 million total views across BBC Sport’s social media accounts.
Spain’s RTVE was among the European broadcasters to enjoy bumper viewership during Women’s Euro 2025 (Image credit: Getty Images)
Prize money, revenue reaches new heights
Euro 2025 is set to generate €128 million (US$148 million) in revenue, which is more than double the income of Euro 2022. This is a significant increase, especially considering that 20 years ago the tournament’s revenue was under €4 million (US$4.6 million).
The bulk of the revenue for the 2025 edition is coming from media rights, which have grown from approximately €37.5 million (US$43.4 million) in 2022 to €72 million (US$83.4 million) for this summer’s competition.
Commercial income has almost tripled from €15.3 million (US$17.7 million) in 2022 to €41 million (US$47.5 million). Uefa stated that this year’s tournament attracted ‘the largest sponsorship programme ever’ for one of its competitions, with more than 20 brands signed up for Women’s Euro 2025. These included global sponsors such as Amazon, Lay’s and Visa, as well as lower-tier partners like Lidl, Swissquote and Yuh.
On the ticket and hospitality front, a record €15 million (US$17.4 million) has been generated – €4.6 million (US$5.3 million) more than 2022.
Uefa budgeted for competition costs to nearly double from €57 million (US$66 million) to €113 million (US131 million), which the governing body said was due to the services provided to teams reaching the same level as for the men’s Euros.
Uefa also more than doubled prize money for the Women’s Euros from €16 million (US$18.5 million) to a record €41 million. Though that represented a 156 per cent increase on the total figure for Euro 2022, it was still almost €300 million (US$347 million) less than the prize pot for the men’s Euro 2024.
Even so, it means that England will take home €5 million (US$5.8 million), which is more than double what the Football Association (FA) received when they won the tournament in 2022. Their opponents Spain have earned €4.2 million (US$4.9 million), while semi-finalists Germany and Italy received €3.25 million (US$3.8 million) and €3.2 million (US$3.7 million) respectively. Every team received €1.8 million (US$2 million) for qualifying for the tournament.
Nadine Kessler, Uefa’s head of women’s soccer, revealed ahead of Euro 2025 that the organisation will make a net loss of between €20 million (US$23.2 million) and €25 million (US$28.9 million) on the tournament.
Nonetheless, Uefa is generally comfortable with that shortfall given it is budgeting for €5.2 billion (US$6 billion) in revenue for 2025/26.
Any other business
The Women’s Euros were forecast to generate as much as CHF 193 million (US$240 million) in economic activity for Switzerland, but the tournament also had a significant impact in other countries. That included the UK, where it is estimated that the tournament delivered a UK£800 million (US$925 million) boost to the retail and hospitality sectors.
Meanwhile, betting on the Women’s Euros has become increasingly popular. According to gambling brand Midnite, Euro 2025 brought in more revenue for the company than the Wimbledon tennis Grand Slam and darts’ World Matchplay, falling just short of Royal Ascot.
Elsewhere, dynamic ad insertion company Yospace says it stitched six billion one-to-one addressable ads across the duration of the tournament, including 30,000 more per day than the men’s Euros last year.
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