It seems like just yesterday we were witnessing England’s exhilarating victory over Germany in a 2-1 triumph at the 2022 UEFA Women’s EURO. This tournament left an indelible mark on women’s football in England, delivering far more than just a coveted trophy. Notably, the event shattered attendance records, more than doubling the previous mark set in the Netherlands in 2017, with an astounding total attendance of 574,875 spectators. This is a testament to England’s investment in the tournament and the work they’ve been doing to foster and support the development of women’s football in their country.
In the wake of this historic tournament, England experienced a remarkable surge in enthusiasm for women’s football and, therefore, football at large. The 2022/23 Women’s Super League (WSL) witnessed a staggering 172% increase in attendance compared to the previous season, with average attendance per game-week nearly tripling. Additionally, there was a notable uptick in participation among women and girls, with reports indicating a surge of 2.3 million additional players post-tournament compared to the preceding season.
These milestones represent significant advancements for women’s football in England, underscoring the transformative impact of hosting such a prestigious event. They serve as a compelling testament to the potential rewards awaiting host countries that prioritize investment and development in the Women’s EURO.
This remarkable transformation wasn’t confined to England alone; the entirety of European women’s football experienced a notable surge in interest. According to UEFA, the UEFA Women’s Champions League 2022/23 season (from the group stage onwards) garnered a total attendance of 681,175 – marking a remarkable 23% increase compared to the 2021/22 season, with a record-breaking average match attendance of 11,166.
These statistics solidify UEFA Women’s EURO as one of the most pivotal events in European women’s football. With such strides made, it’s evident that the stage is set for the 2025 Women’s EURO to uphold and build upon this momentum.
The 2025 Women’s Euro Host Nation
In April 2023, Switzerland was selected to host the UEFA Women’s EURO 2025. Hosting after the 2022 WEURO and the 2023 FIFA Women’s World Cup is a high-pressure task. Switzerland has big boots to fill, but equally, if done right, they will have the opportunity to transform perceptions around women’s football within their country and all across Europe. Luckily for our readers, we had the chance to chat with UEFA managing director of women’s football, Nadine Kessler, and sit down with Servette FC’s Women’s Football Director, Sandy Maendly, to hear more about tournament preparations.
Kessler and Maendly are well aware that Switzerland has significant work ahead of them if they want to make the 2025 Women’s EURO as impactful as the previous tournament. Kessler explains, “We look back on 2022 which was a great success but we won’t rest on our laurels so we’ll continue to improve on what was delivered in England while simultaneously looking towards this summer’s men’s EURO in Germany for inspiration.” She made clear that the team preparing the 2025 EURO is better equipped than ever, “We will have more colleagues and more internal experts involved in 2025 than we’ve ever had – this means more expertise from men’s EURO working on our event which can only be a good thing. Most importantly we will deliver a service level for players and teams which is equal to the service provided to players and teams at the men’s EURO.”
Beyond that, there are some built-in advantages that Switzerland has in planning this tournament. Firstly, the UEFA team is doubly motivated, as they are not only organizing a European tournament but also one that will be hosted in their own backyard. For folks at UEFA, it’s not simply their job to help coordinate the tournament, but it’s something that will directly impact the culture of sport in their daily lives.
Secondly, Switzerland stands out as an exceptionally international country. With four official languages – German, French, Italian, and Romansh – it embraces a multitude of cultures and traditions. Take Geneva, for instance, where Maendly emphasizes its cosmopolitan nature: “Geneva is truly a melting pot of cultures. We have a vibrant international community, with fans representing each participating team.” Delving deeper into the demographics, it’s revealed that “39.2% of Geneva’s population comprises non-nationals.”
This inherent diversity translates into built-in global fan bases within the country itself – supporters need not travel far to rally behind their favorite teams from Spain, Portugal, or elsewhere. Moreover, Switzerland shares borders with five other countries, all seamlessly connected by an extensive and efficient train network. Maendly aptly notes, “With such a diverse population, I’m confident about filling the stadium. However, it’s imperative that we actively promote the tournament to ensure widespread enthusiasm and attendance.”
Despite Switzerland’s ability to attract international audiences, Maendly highlights a stark contrast in football culture compared to countries like England. She emphasizes that this cultural disparity extends beyond women’s football and permeates the sporting landscape as a whole. Despite Switzerland’s reputation as an outdoorsy nation, organized team sports, including football, garner less enthusiasm.
Maendly’s vision for the tournament is multifaceted. She aims to use the event as a catalyst for the advancement of women’s football, explaining, “our goal is to ignite a passion for football among young girls.” But Maendly continues to say that she also hopes that the tournament generates support for the broader spectrum of women’s sports. “We want to shine a light not only on women’s football, but on women’s sports in general here in Geneva,” Maendly emphasizes, “it will mean a lot to me to see women in the stadium, and not only women footballers, but women from many other sports.”
Additionally, she sees it as an opportunity for Switzerland to reassess its support for athletes. Maendly points out that the lack of access to field space isn’t solely a challenge faced by girls’ teams; even the men’s team doesn’t have access to adequate facilities. She states, “it’s more a question of infrastructure, in Geneva we’re really a small country with a lack of space, it’s always a big debate around the field and the training center. Our men’s team plays in the Europa League, but they don’t even have their own training center. And neither do the girls. So that’s a huge point of what we want to achieve from this women’s EURO, it’s really about the opportunity to demand more for all players.”
Budgeting the 2025 Women’s Euro
This brings us to our next critical consideration: financing the tournament. When the Switzerland Football Association submitted their bid in 2023, they initially pledged 15 million francs. However, upon winning the bid, that amount plummeted to 4 million, much to UEFA and women’s football fans’ frustration. The parliament will vote again in June to determine the final budget for the tournament, and although folks are optimistic that the 15 million francs will be reissued, there are two undeniable truths that remain relevant.
Firstly, in 2008, Switzerland successfully hosted the men’s Euros, investing a substantial 82 million francs in the tournament, resulting in global recognition and success. Remarkably, the bid for the women’s event initially represented just 18 percent of that investment but has now dwindled to a mere five percent.
Secondly, the lack of funding jeopardizes the impact that an event like the UEFA Women’s EURO can have on a country and European football. The reduced budget may compromise the legacy work around the tournament and the promotion of the event, both of which are crucial for transforming perceptions of women’s football. While the quality of play and expertise involved remain unchanged, it’s vital to recognize the importance of investing in events like the UEFA Women’s EURO to ensure the continued development and expansion of women’s football worldwide. Maendly points out that there is still hope the Swiss FA will allocate additional funds for the event.
In all, hosting the tournament in Switzerland presents a tremendous opportunity for the country. Naturally, there is immense pressure on the Swiss FA, UEFA, and host cities to deliver an unforgettable experience for players and fans alike. However, Maendly views this pressure more as motivation than as a burden. With a year ahead packed with extensive tasks – from local fan engagement initiatives to stadium upgrades, including ensuring adequate facilities for women fans – there’s no shortage of work to be done.
Kessler makes clear that UEFA, “want[s] to deliver another memorable moment and further inspire women and girls in Switzerland and across the continent to get involved in the game, but also [UEFA] want[s] to deliver another moment where the wider public stands up and takes notice and recognizes that women’s football is here to stay.” All of this is to say that excitement abounds as we eagerly anticipate what next summer will bring.
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