As anticipation builds for the UEFA Women’s Euro 2025 in Switzerland, global ticketing platform Viagogo has confirmed a seismic shift in demand—highlighting the tournament’s rise from niche to mainstream.
Ticket sales for WEURO25 on the secondary market have already surged by 112% compared to the 2022 edition, with fan interest soaring from all corners of the world. Searches for tournament tickets have quadrupled online, and fans from 38 countries have purchased tickets, signaling unprecedented international momentum for women’s football.
From Final-Focused to Full-Tournament Fandom
Unlike previous editions, where interest was heavily skewed toward the final, Viagogo’s data shows only 15% of ticketsare being bought for the final this time—indicating more consistent engagement across group-stage and early knockout games.
This dispersion of demand mirrors fan behavior typically seen at mature, global tournaments like the Men’s Euros or World Cup. Despite smaller venue sizes in Switzerland (average capacity: 22,290), WEURO25 is on track to outpacetotal ticket sales from England 2022, where Wembley hosted 87,000 fans for the final alone.
“We’re seeing a much more significant spread of attendance across the games… It’s a sign of the considerable maturity of the event,” said Viagogo’s international business lead, Matt Drew.
Women’s Football Goes Truly Global
One of the most important indicators of the tournament’s growth is its global appeal. Buyers from Asia, North America, and Africa are among the 38 markets acquiring tickets, underlining the internationalization of women’s sport.
Notably, this demand surge comes despite Switzerland lacking a historically dominant women’s football ecosystem—its national association ranked only 18th in UEFA in 2024. This makes the strong pre-tournament sales even more remarkable, signaling a sport now powered by fans, not just legacy infrastructure.
“This is a global phenomenon. People are traveling for events, and the Women’s Euro is now part of that trend,” Drew added.
What Brands & Rights Holders Must Understand
The maturity of WEURO25 provides key strategic lessons for sponsors, media buyers, and federations:
1. Distributed Fan Value > Big Final Strategy
With only 15% of tickets going to the final, brands must shift from “one-event” activations to tournament-long engagement. Think group stage storytelling, regional influencer campaigns, and matchday activations across multiple cities.
2. Global Fans Are Buying—Even Without Star Power
If Switzerland’s ecosystem can spark record-breaking global demand, any host market can succeed—if fan access, digital ticketing, and authentic storytelling align. Local relevance is no longer a bottleneck.
3. Smaller Venues Can Drive Higher ROI
When fan demand outpaces supply, smaller stadiums create premium scarcity. This is an opportunity for pricing strategy, exclusive hospitality offerings, and VIP fan experiences—especially for luxury, fintech, and lifestyle brands.
At 365247 Consultancy, we help sports organizations and sponsors unlock new revenue through:
- Ticketing strategy and dynamic pricing
- Fan acquisition campaigns across international markets
- Women’s sports sponsorship packaging
- Data-driven matchday activations
- Secondary market intelligence
Get in touch for bespoke consulting on how to maximize your presence at UEFA Women’s Euro 2025.
