2025 UEFA Women’s Euro generates historic attendance, viewership in Europe and beyond

The GIST: Ahead of yesterday’s thrilling championship game, a rematch of the 2023 FIFA Women’s World Cup (WWC) final between England and Spain, UEFA published impressive metrics measuring the tournament’s growth. Let’s check the replay.

🏟️ The tournament sold out 29 of 31 matches and shattered attendance records: A record 623,088 fans attended games leading up to the final, with another 34,203 showing up to see England win it all for a grand total of 657,291.

• Not only was total attendance unprecedented and far past the previous record (574,875 in 2022), but it broke records in the group stage and the quarter-finals. And it wasn’t just hometown fans: About 35% of tournament attendees traveled from abroad.

🇨🇭 Switzerland says “thank you”: The host country enjoyed major benefits as these international fans streamed into its venues. The tournament drove a 12% visitor increase in the country and a 27% spending jump through the first week, with match attendees representing 160 different nationalities.

• Back in May, UEFA predicted that if 600K fans attended the tournament, it would generate $242.7M for the Swiss economy. Then there’s the economy surrounding the matches, such as the 95K-plus people who joined fan walks and the more than 1M who attended fan zones.

📺 Global viewership is off the charts: UEFA expects this to be its most-watched women’s tournament ever, with over 400M watching live and more than 500M tuning into match programming overall. The soccer governing body expects that over 45M streamed the final globally, with official numbers to come soon.

• U.S. broadcaster Fox Sports — which was targeting 50% viewership growth for the tourney — averaged over 90% growth in the group stage with an average of 306K. In the quarter-finals, Fox averaged 776K, far beyond 2022’s 283K average, a compelling sign as the U.S. prepares to drum up even more soccer interest before it hosts the 2031 FIFA WWC.

• A whopping 925K U.S. viewers and more than 10M in Germany tuned in for the quarter-final matchup between France vs. Germany, while French audiences topped 2M for matches against England and the Netherlands.

📱 Everyone’s following along on social: The women’s Euro had over 20.7M engagement and half a billion views overall, significantly higher than 2022. Plus, over 500K new followers subscribed to UEFA across all platforms during the tourney.

• And UEFA was smart to invest in its website and proprietary app, which garnered more than 12M views in the knockout stage and more than 49M views since the tournament began. That’s telling, because while casual fans may encounter social media posts, avid fans seek out games online and on the app. Playing to their base.