Global secondary ticketing marketplace Viagogo has revealed that demand for the upcoming UEFA Women’s 2025 European Championship (WEURO25) is set to hit record levels.
The ticketing platform revealed that it has seen a 112% increase in secondary ticket purchases for WEURO25 compared to the 2022 edition of the showpiece.
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Interest as a whole, it says, has grown, with internet searches for WEURO25 tickets having quadrupled when compared to the 2022 tournament, while ticket purchases have occurred in 38 different markets.
Speaking at an event hosted by Viagogo in advance of WEURO25, the company's international business lead Matt Drew revealed that of those sales, only 15% have been for the showpiece final, making the spread of purchases much more even than the 2022 event, where a “disproportionate” amount of the tickets were focused on the final.
The uptick in sales volume on Viagogo also speaks to the sustainability of the growth of interest in women’s soccer, given that the WEURO25 host, Switzerland, has a much less prominent women’s sports ecosystem (its national association was ranked 18 in Europe by UEFA in 2024), especially when compared to England (association ranking of four).
This is also exemplified by the fact that the host venues for WEURO25 are on average much smaller – the average capacity sits at 22,290 but peaks at just 35,689 with St Jakob’s Park, with a low of 9,570 at Sion’s Stade de Tourbillon- than the host venues in 2022 (33,385-capacity average).
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By GlobalDataDrew also spoke specifically to Sportcal (GlobalData Sport), and commented on another global trend – the increase in internationalization in ticket buying, saying: “This is a global phenomenon across sport and music, people traveling to go to events is very significant.
“I think for the Euros, we've had buyers from 38 different territories buying a ticket to go to the event. It's a sign of the growing maturity of the Women's Euro, but it's happening in all of the other events that we see on the platform. It's now endemic to the sector in soccer.”
On the prosperity of WEURO25 despite the smaller venues, he added: “In England in 2022, 87,000 people went to the final. So that had a really significant impact on the total ticket sales. They're going to beat that number this year with smaller venues. What that tells you is that there's a much more significant spread of attendance across the games.
“Last year, over half of the traffic on our platform was for the final, whereas this year it's 15%. We're seeing a huge amount of interest in the opening matchday, the opening game, and the other one on that day, and obviously, just for the other big group stage games through the tournament. It's a sign of the considerable maturity of the event. The ticket acquisition data is mirroring what you would see from a men's Euros or a mature event.
“It's a sign of tremendous progress in the space and the fact that the growth of women's football is being driven by fans going to games.”
The 2025 Women's Euro, featuring 16 teams, will be held in Switzerland between July 2 and 27, with coverage across 138 countries, including 44 in Europe.
