Euro 2025, set to be held in Switzerland from July 2nd to July 27th, is poised to be a significant milestone in the ongoing evolution of women's football. With the tournament fast approaching, anticipation is building, and many are eager to witness the progress the sport has made.
Emma Hayes, a prominent figure in women's football, has consistently emphasized the importance of investment in the sport to fuel its growth. Her sentiments echo the broader understanding that increased financial support, coupled with strategic development initiatives, are crucial for nurturing talent and enhancing the overall quality of the game. UEFA's commitment to this cause is evident in the record-breaking €41 million prize pot for Euro 2025, a 156% increase from the 2022 edition. Moreover, for the first time, players will receive direct rewards, and club benefits have doubled to €9 million, highlighting a tangible effort to support players and clubs alike.
Hayes's career has been marked by significant contributions to the growth of women's football. As the former Chelsea boss, she oversaw a period of unprecedented success, winning multiple Women's Super League titles and establishing the club as a dominant force in English football. Now managing the US Women's National Team, Hayes remains a keen observer of the European game, recognizing the "great potential" within teams like England, despite recent changes in their squad. She acknowledged the competitive nature of the tournament, particularly England's group, which includes France, the Netherlands, and Wales.
The rise in visibility of women's football is undeniable. Evidenced by the increased attendance at WSL matches and cumulative attendance surpassing one million for the first time in the 2023-24 season. This heightened interest translates to greater media coverage, better sponsorships, and an overall increase in the sport's professionalization. ITV, for instance, is set to provide comprehensive live coverage of Euro 2025, with a stellar presenting and punditry lineup, ensuring fans won't miss a single moment of the action.
The inclusion of debutants like Wales and Poland in Euro 2025 underscores the development efforts across Europe. UEFA's revamped qualification pathway, tied to the Women's Nations League, has encouraged broader participation and investment in women's football at the national level. As Nadine Kessler, UEFA's director for women's football, notes, this inclusive approach is essential for fostering growth and providing regular opportunities for teams to compete and improve.
The success of Women's Euro 2022 in England set a high bar, but Euro 2025 is already exceeding expectations. Ticket sales have surpassed those of the previous edition, with numerous matches already sold out, signaling unprecedented fan engagement. This enthusiasm reflects a growing recognition of the quality and excitement of women's football, dispelling any lingering doubts about its appeal.
As Emma Hayes aptly puts it, women's football is now a "serious business". The progress is evident in the increased investment, enhanced visibility, growing fan base, and the overall professionalization of the sport. Euro 2025 is not just a tournament; it is a celebration of how far women's football has come and a glimpse into its bright future.
