UEFA Women’s EURO 2022 breaks viewing records

Avatar
Women's EURO
Credit: Michael Tubi / Shutterstock.com

UEFA Women’s EURO 2022 brought unprecedented interest in the tournament with record stadium attendances and a projected global cumulative live viewership of 365 million across TV, out-of-home viewing and streaming.

UEFA, alongside The Football Association, the Local Organising Structure and tournament stakeholders including the host cities and several partners, delivered the framework for a momentous event.

The 2022 edition of the tournament was shown worldwide via more than 60 broadcast partners and additionally via UEFA.tv in selected territories. More than 50 broadcast partners covered matches with dedicated on-site productions – more than double the 2017 edition at almost every stage of the competition.

More than double the number of live viewers tuned into the 2022 tournament when compared to the 2017 edition (178 million) and 214% more live viewers than in 2013 (116 million).

The final between England and Germany is projected to have attained a cumulative live viewership of 50 million worldwide, over three times more than for the 2017 final, when 15 million viewers tuned in

In both the UK and Germany, the final had the largest Women’s EURO audiences ever and the largest audiences since UEFA EURO 2020.

In addition, over 217,000 people attended dedicated Fan Parties in the host cities and 19,200 spectators took part in ‘Fan Walks’ to the matches. Moreover, the public investment in social impact programmes (art and heritage) amounted to $4.5 million AUD.

Over 2,300 volunteers were recruited and trained to enhance the overall fan experience. The volunteers were provided with the opportunity to be involved in a major sporting event across a variety of areas including media, hospitality, fan engagement and transport

The UEFA-supported legacy programme, which will run until 2024, aims to get more girls and women involved in football on a regular basis. It has been set up across the nine host cities by The FA, who have committed to several measures nationally.

With this programme rolled out a year ahead of the final tournament, results are already becoming visible, and its impact can be seen across the host cities:

  • 7,900 girls and women newly registered and playing in clubs
  • Over 14,600 have started playing recreationally
  • 145 new female coaches have been recruited and trained
  • The programme is on track to get 120,000 more girls playing football in school and over 416,000 new opportunities for girls and women to play football have already been created.

Globally, UEFA Women’s EURO 2022 generated 453.3 million cumulative social interactions, with TikTok (38.7%) and Twitter (21.1%) having the most.

Previous ArticleNext Article

Victory unites with Roasting Warehouse in culture-led partnership

Avatar
Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Football NSW supports Female Coaches CPD as Women’s Football Surges

Avatar
Image Credit: Shutterstock

Football NSW has used the platform of the AFC Women’s Asian Cup to deliver a targeted professional development workshop for female coaches, bringing together scholarship recipients for an evening of structured learning and direct engagement with elite women’s football.

Held at ACPE last month, the session was open to female coaches who received C or B Diploma scholarships through Football NSW in 2025. Coaching accreditation carries a financial cost that disproportionately affects women, who are less likely to have their development subsidised by clubs or associations operating in underfunded community football environments. Scholarship access changes that equation at the point where many women exit the pathway.

Facilitated by Football NSW Coach Development Coordinator Bronwyn Kiceec, the workshop focused on goal scoring trends from the tournament’s group stage, with coaches analysing attacking patterns and exploring how those insights could translate into their own environments. The group then attended the quarter-final between South Korea and Uzbekistan at Stadium Australia.

The structure of the evening mattered as much as its content. Female coaches in community football rarely have access to elite competition environments as a professional resource. The gap between the level at which most women coach and the level at which the game is analysed and discussed tends to reinforce itself. Placing scholarship recipients inside a major tournament, as participants rather than spectators, closes that gap in a way that a classroom session cannot.

Female coaches remain significantly underrepresented across all levels of the game in Australia. The pipeline that will change that depends not only on accreditation access but on the professional networks, peer relationships and exposure to elite environments that male coaches have historically taken for granted.

The workshop forms part of Football NSW’s ongoing commitment to developing female coaches through scholarships and structured learning opportunities.

Most Popular Topics

Editor Picks

Send this to a friend