and off the pitch, sparking new initiatives, record-breaking audiences, and unprecedented investment in the women’s game.
In Poland, the “Girls Team” campaign website — designed to help young girls find teams to play with — proved so popular it crashed under the weight of traffic. Meanwhile in Wales, the government committed £1 million to the EURO 2025 Partner Support Fund to drive grassroots participation across the country.
The Swiss FA launched its ambitious “Here to Stay” legacy plan, which aims to double the number of women and girls playing football from 40,000 to 80,000, while also increasing the number of female coaches and referees from 2,500 to 5,000. Another key target is to strengthen Switzerland’s domestic women’s league, boosting both visibility and attendances.
In Spain, the “More Than Champions” campaign was unveiled to tackle the gender gap in sport and ensure all children have equal opportunities to play. Back in England, the government introduced plans to double grassroots opportunities for women and girls, with the goal of making the country a global leader in women’s sport by 2035.
The tournament itself was a landmark media success: more than 500 million viewers worldwide tuned in, with the final drawing 12.2 million on BBC One, the UK’s most-watched television moment of 2025.
These achievements feed into UEFA’s wider “Unstoppable” strategy, which commits €1 billion of competition revenue between 2024 and 2030 towards women’s football. The plan supports grassroots growth, strengthens elite competitions, and accelerates the professionalisation of the game — aiming for six fully professional leagues and 5,000 professional players across Europe by 2030.
UEFA and the adidas Foundation also launched the “Legacy for the Future” initiative, funding gender equity projects across all 16 competing nations. Early signs are already positive: countries such as Poland have reported rising fan engagement and growing attendances following EURO qualification, while associations like Wales see new pathways to attract sponsors and investors.
Overall, EURO 2025 has reinforced women’s football as a driver of inclusivity, resilience, and community — while also emerging as a powerful commercial and media force. The tournament’s impact extends far beyond the final whistle, laying the foundations for lasting transformation in the women’s game across Europe.
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