Women’s EURO watched by over 365 million people globally

UEFA Women’s EURO 2022 brought unprecedented interest in the tournament with record stadium attendances, huge numbers of TV viewers and fans following the action online like never before. With the Legacy Programme in full swing in England, the tournament will also have an impact for many years to come.

UEFA, alongside The Football Association, the Local Organising Structure and tournament stakeholders including the host cities and several partners, delivered the framework for an unforgettable event. Below are some figures to illustrate the success of the tournament.

Broadcast production & TV viewing figures

UEFA Women’s EURO 2022 was shown worldwide via more than 60 broadcast partners and additionally via UEFA.tv in selected territories. More than 50 broadcast partners covered matches with dedicated on-site productions – more than double the 2017 edition at almost every stage of the competition.

Viewing figures on television and online reached unprecedented heights.

• The tournament became the most watched Women’s EURO ever, with a projected global cumulative live viewership of 365 million across TV, out-of-home viewing and streaming

• This means there were more than double the number of live viewers compared to the 2017 edition (178 million) and 214% more live viewers than in 2013 (116 million)

• The final between England and Germany is projected to have attained a cumulative live viewership of 50 million worldwide, over three times more than for the 2017 final, when 15 million viewers tuned in

• In both the UK and Germany, the final had the largest Women’s EURO audiences ever and the largest audiences since UEFA EURO 2020

Host Cities

• Over 217,000 people attended dedicated Fan Parties in the host cities and 19,200 spectators took part in ‘Fan Walks’ to the matches

• The public investment in social impact programmes (art and heritage) amounted to £3.1m

• Over 2,300 volunteers were recruited and trained to enhance the overall fan experience. The volunteers were provided with the opportunity to be involved in a major sporting event across a variety of areas including media, hospitality, fan engagement and transport

• The UEFA Women’s EURO 2022 Roadshow travelled more than 800 miles across the country to help more people learn about women’s football and form and develop a connection to this special tournament. The roadshow stopped off at ten cities and reached out to over 35,000 people along the way, providing families, fans and those that were yet to experience football with the opportunity to get involved in an unmissable event. The digital challenges associated with the roadshow reached over 1.3 million fans.

Legacy

The UEFA-supported legacy programme, which will run until 2024, aims to get more girls and women involved in football on a regular basis. It has been set up across the nine host cities by The FA, who have committed to several measures nationally.

With this programme rolled out a year ahead of the final tournament, results are already becoming visible, and its impact can be seen across the host cities:

• 7,900 girls and women newly registered and playing in clubs

• Over 14,600 have started playing recreationally

• 145 new female coaches have been recruited and trained

• The programme is on track to get 120,000 more girls playing football in school and over 416,000 new opportunities for girls and women to play football have already been created.

Attendance figures and records

• Record crowd: 87,192 (England 2-1 Germany, Wembley). Not only did the attendance figure for the final set a new record for a women's international in Europe – beating the 80,203 who watched the 2012 Olympic final, also at Wembley – it broke new ground for a women's or men's EURO final tournament game. That record had previously been held by the 79,115-strong crowd for the men's 1964 decider between Spain and the Soviet Union at Madrid's Santiago Bernabéu.

• Record aggregate attendance: 574,875. The previous record of 240,055, set in the Netherlands five years ago, was eclipsed during the group stage – and ended up being more than doubled.

• Record average attendance: 18,544. In the days of four-team knockout Women's EURO final tournaments, a total of 36,000 attended the quartet of matches in West Germany in 1989 for an average of 9,000 per game – a figure unsurpassed until this summer.

Social media

Globally, UEFA Women’s EURO 2022 generated 453.3 million cumulative social interactions, with TikTok (38.7%) and Twitter (21.1%) having the most.

UEFA’s dedicated women’s football social media accounts also experienced huge growth during UEFA Women’s EURO 2022:

• 590,000 new followers across all of UEFA’s women’s football social media accounts – UEFA accounts on TikTok and Instagram have doubled their follower numbers since the start of the tournament

• Over ten times more followers gained during the tournament compared to UEFA Women’s EURO 2017 (47,100)

• One million engagements around the final and over six million in the last week of the tournament, including the semi-finals and final

• Total engagements: 14.6 million – over 30 times more than in 2017

• Video views: 185.9 million – over 30 times more than in 2017

• On TikTok #WEURO2022 surpassed one billion video views while the UEFA @womensfootball account grew by 106% from 326,600 followers to over 673,000. #WomensFootball now has 1.3 billion video views.