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Sunday’s England v Spain match set to be most-watched women’s football match in UK history, benefiting food, drink and hospitality industries

More than seven million viewers tuned in to BBC TV coverage as England beat Sweden in a penalty shootout in Thursday’s Euro 2025 quarter-final.

Canada forward Olivia Smith has become the most expensive signing in women’s football history by completing a £1m move to Arsenal from Liverpool.

Now that the European football leagues are over, attention is turning to Switzerland, where the UEFA Women’s EURO 2025 will take place in July. It will not only be the stage for the best European players, but also for numerous prominent brands that have already discovered women’s soccer as a marketing platform. It is the perfect time for all brand managers to ask themselves: What potential does women’s football offer for a brand? And how can this be successfully exploited?

A significant uptick in global ticket sales ahead of UEFA Women’s EURO 2025 suggests women’s football is entering a new commercial phase, with fan interest increasingly spread across the tournament rather than concentrated solely on the final.

While commercial forces in men’s football are often criticised by fans, they are viewed more positively in women’s football. This is revealed in a new study by the School of Business, Economics and Law at the University of Gothenburg.