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This summer’s Uefa Women’s Euro 2022 generated UK£81 million (US$91.1 million) in economic activity for the host cities in England, according to a study led by professional services network Ernst and Young (EY).
The post-tournament flash impact report also revealed that there was UK£44 million (US$49.5 million) in total spectator spending across matchdays and trips in England.
Additionally, domestic and international visitors made over 552,000 day and overnight trips to host cities.
For the study, EY analysed data across six categories – operational success, growth of the professional game, physical exercise, sport and grassroots soccer participation, economic impact, social impact and enhanced international reach.
In terms of operational success, there was a total match attendance of 574,875 across the tournament, including 110,555 international spectators from 104 countries. Average match attendance was 18,544, topped off by the record-breaking final with 87,192 attendees at Wembley Stadium. The report added that 85 per cent of spectators are likely to attend professional international and domestic women’s soccer events again in the future.
The tournament also enjoyed enhanced international reach, according to the study, becoming the most-watched Women’s Euro ever with a projected global live viewership of 365 million across 195 territories. Globally, Euro 2022 generated 453 million cumulative social interactions, with TikTok (39 per cent) and Twitter (21 per cent) contributing the most.
Additionally, EY’s research found that there had been a 289 per cent increase in media rights values since the previous Women’s Euro, while 84 per cent of spectators said Euro 2022 has improved their perception of women’s soccer. Furthermore, 88 per cent of spectators are likely to watch a professional international or domestic women’s soccer event on TV in the future.
“This report confirms the positive impact Uefa Women’s Euro 2022 is still having long after the final whistle, and the historic legacy of this tournament,” said Nadine Kessler, chief of women’s football at Uefa.
“We must now capitalise on these successes to continue advancing our game for girls and women, to secure further commitments to women’s football as well as to showcase the benefits of hosting this tournament as the bidding process for Uefa Women’s Euro 2025 is underway.”
Baroness Sue Campbell, Uefa Women’s Euro 2022 board member and director of football at the Football Association (FA), added: “Our aim for this tournament was twofold: to deliver a record-breaking tournament and to leave a tangible legacy to grow the women’s game.
“We saw records tumble over the summer and this report not only confirms that, but importantly highlights its incredible short-term legacy on growing the game. Fans have been inspired to play and support, with record attendances witnessed in our domestic leagues and a sold-out Wembley Stadium to look forward to in a few days’ time.
“Our work certainly does not stop here, we will continue to use this tournament to inspire positive change, not only in our host cities, but across the country.”
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