How Women's EURO 2025 has levelled up
Friday, July 18, 2025
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UEFA Women’s EURO 2025 isn’t just delivering brilliant goals and unforgettable moments – it's setting new standards across the board.
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From record prize money and cutting-edge technology to the largest sponsorship programme ever for a UEFA tournament, Women's EURO 2025 marks a major step forward for the women's game.
Record prize money
The prize money for Women's EURO 2025 is €41m – more than double the €16m received by national associations in 2022 and five times greater than the €8m pot for teams competing in 2017.
For the first time at a Women's EURO, players will be rewarded for their performances. They will receive a guaranteed share of the prize money awarded to their national association.
Biggest club benefits programme
As well as record prize money, the total club benefits package has increased from €4.5m in 2022 to €9m. This makes it the biggest club benefits programme in women's football.
Introduced for Women's EURO 2022, the club benefits programme acknowledges the important contribution of clubs to the success of the tournament and provides them with compensation for releasing players.
An inclusive celebration of the women's game
Whether through affordable ticket pricing, a strong focus on accessibility or a commitment to respect, protect and promote human rights, everyone is welcome at Women's EURO 2025.
This has attracted supporters of all ages from around the world to the tournament. Before a ball had been kicked, 600,000 tickets had already sold, 35% of which were purchased by international customers.
Record ticket sales have resulted in record attendances. The group stage matches were attended by 461,582 fans and made history as the highest-attended Women’s EURO group stage ever.
Sustainability at the forefront
UEFA's environmental, social and governance (ESG) strategy for Women's EURO 2025 is designed to accelerate sustainability efforts, meet growing societal expectations and deliver long-term value.
The ESG strategy aims to reduce environmental impact wherever possible, safeguard and honour the rights of individuals of all ages, backgrounds, nationalities and abilities, and embrace transparent, responsible and accountable practices.
A standout initiative from the ESG strategy has been providing free public transport to ticket holders travelling within the host country.
Raising standards through team services
From base camps and transport to bottle holders and spinning bikes, the teams competing at Women's EURO 2025 have benefited from a range of essential services.
Delivered by UEFA's dedicated team services unit, these provisions are designed to enhance sporting performance and ensure optimal preparation for every match.
Building on the successful model implemented at UEFA EURO 2024, they reflect UEFA's ongoing commitment to creating a high-performance environment and raising standards for women's national teams.
Technology milestones
Women’s EURO 2025 features the most advanced on-pitch technology ever used at the tournament.
Video assistant referee (VAR) and goal-line technology have returned, while semi-automated offside and connected ball technologies are being used at Women's EURO for the very first time.
More sponsors than ever before
Women's EURO 2025 has attracted the largest sponsorship programme ever for a UEFA tournament, with more than 20 brands joining the partner family.
Among the tournament’s 21 sponsor partners – including 11 UEFA women’s football sponsors, five global tournament sponsors and five national sponsors – are major brands such as Amazon, AXA, Booking.com, Lidl, PepsiCo, Unilever and Visa.
Building a vibrant future
The legacy of Women's EURO 2025 will live on through the UEFA and the Swiss Football Association's joint legacy programme, Here to Stay. This aims to double both the number of girls and women playing football in Switzerland and the number of women working as coaches and referees.
The plan also aims to strengthen the Swiss domestic league and elevate the presence of women in leadership roles throughout football.
These efforts are further amplified by Unstoppable, UEFA’s six-year strategy to ensure a vibrant and sustainable future for the women's game.
Between 2024 and 2030, we will commit €1bn of competition revenue and UEFA investment to women's football initiatives, supporting national association grassroots and development projects and transforming our competitions.