Study by the Omnicom Media Group: Sponsorship of the Women's Euro had an impact
According to a study by Omnicom Media Group Switzerland, the 2025 UEFA Women’s Euro was not only a soccer celebration but also a marketing success. With 657,291 fans in the stadiums (99% % attendance) and 2.75 million TV viewers, the tournament was a huge hit in terms of reach.
A study by Omnicom Media Group Switzerland shows that sponsorship in the context of the Euro was received positively by fans. Acceptance increased during the tournament - as did the willingness to buy sponsors' products. Young target groups were particularly enthusiastic: 75% shared content or talked to others about the European Championships.
"Sponsorship is not a sure-fire success," says Michael Selz, Omnicom Media Group. "The effect only really unfolds when accompanying campaigns reinforce the commitment." It is striking that popular sport associations work better than pure performance narratives in certain target groups.
Conclusion according to Omnicom Media Group: Women's Euro 2025 has confirmed sponsorship as a powerful instrument - provided that brands combine reach with clever activation.
