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 UEFA Women's Euro 2025 was not only a football festival, but also an advertising success. 657,291 fans in the stadiums (99 % capacity) and 2.75 million TV viewers made the tournament a hit in terms of reach.
A study by Omnicom Media Group Switzerland shows that sponsorship in the Eurowurd environment was well received by fans. Acceptance increased during the tournament - as did the willingness to buy the 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.
