Entering the mainstream: Why neutral interest is key to boosting Euros media rights fees
Casual fan interest will continue to lift media rights values for Euros and women's football more widely
Tomorrow's game between England and France will be the first big test of Euro 2025's mainstream popularity, as two of the biggest markets for international women's football go head to head.
It was in France that the latest wave of revolution began. Euro 2025 marks six years since the 2019 World Cup in France injected international women’s football into the mainstream.
The story goes that French broadcaster TF1 was expecting a record five million viewers for France’s opening game of that tournament. It ended up getting almost double that, with audiences for French national team games scaling upward throughout the summer. The tournament marked a turning point for women’s football in France, the UK and across western and northern Europe.
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