Sports Marketing News

Euro 2022 Sponsors Are Playing the Long Game When it Comes to Women's Soccer

As the UEFA women's tournament kicks off, Visa, TikTok and more reveal their plans to ensure athletes aren't left on the bench

Euro 2022 Sponsors Are Playing the Long Game When it Comes to Womens Soccer — Just 0.4% of sponsorship dollars go to women’s sports and female athletes, says non-profit Women in Sport.UEFA Women's Euro

By Rebecca Stewart

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After a two-year delay, the UEFA Women’s Euro 2022 soccer tournament kicked off in Manchester’s roaring Old Trafford on Wednesday night. England defeated Austria in the first match, with EY predicting a TV audience of 250 million will tune in throughout the two-week competition

Organizers have sold a record 500,000 tickets to fans from 99 countries across the 25-day event, making Euro 2022 the biggest ever women’s sporting event in Europe.

Over the past 10 years, huge strides have been made on and off the pitch for the women’s game.

Rebecca Stewart

rebecca.stewart@adweek.com

Rebecca is Adweek's Europe brand editor.

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