UEFA Womens European Championships Business, Case Studies, Tourism Impact, Sponsorship and Media Landscape, 2022

An analysis of macroeconomic impacts and their relation to the Euros, attendances, prize money, ticket sales, tourism impact, social media, sponsorship, kit suppliers, media, and agencies.

Key Highlights

• The 2017 women’s Euros took place in the Netherlands and broke the attendance record which had been set four years earlier in 2013. The overall attendance amassed 2,40,045 fans across the month of soccer action, marking a 10.68% rise in from the 2,16,888 fans which had watched the action in Sweden. In hosting the competition in one of the most popular and successful soccer nations in the world, the 2017 competition always seemed likely to snap the record, with women’s soccer continuing to grow in mainstream coverage and popularity anyway at all levels of the game. In fact, the Netherlands became the first hosts to successfully fill stadiums to capacity for the home nations games, with all six games played being watched by a cumulative 1,10,897 fans.
• The success of the home team, as in any major sporting competition, is vital for the success of drawing numbers to its matches, as evidenced by the success of 2017, as Netherlands romped home to the European title. // Out of the 1,27,114 current attendees for games in the Greater Manchester area, potentially 82% of attendees/travelers could be domestic leisure day visitors, domestic leisure visitors staying with friends and family (VFR), and domestic leisure visitors staying in paid-for accommodation. The other 18% may be international visitors, with this percentage formed by using the UEFA Women’s EURO 2022 Impact Report, which states that host cities can expect to welcome 96,000 international visitors for the tournament.
• Of the 82% of attendees visiting domestically, the majority will be coming from local areas in the form of a day visit. If 60% percent of the 1,27,114 attendees were leisure day visitors, this could create additional tourism expenditure of roughly $4.4 million for Greater Manchester, when using the ‘leisure day visitor’ figure from the table to the bottom right as a benchmark. If 18% of attendees for games in Greater Manchester are international visitors (no-VFR), this could create additional tourism expenditure of roughly $12.4 million, when using the ‘average international leisure (non-VFR)’ figure from the table to the bottom right as a benchmark.
• The average deal partnership length being signed across the 16 teams comes out at just over six years 6.125 which illustrates the long-term requirement for deal lengths on the international kit scene. For brands this long-term agreement is necessary to ensure wider global coverage, with six years for the most part ensuring presence at three major tournaments (Euro’s and World Cup) in that time.

Scope

• This case study is a joint report by the publisher's Sport and Travel and Tourism ICs. It provides a comprehensive view of the upcoming 2022 Women's Euros in the UK. From assessing the economic impact created by tourism for specific destinations, to dissecting the kit supplier and media landscapes, this report gives an in-depth review of the business side of the tournament and the impact it will have for a variety of different industries and stakeholders.

Reasons to Buy

• Gain an understanding of the impact this tournament will have for a variety of different industries and stakeholders.